Heineken has been social networking since 1873.

For over 150 years, the brand has been promoting open-mindedness and fresh connections by encouraging people to get together over a beer.

That is, until Covid-19.

When the very social experiences we had been encouraging and  empowering for over a century became deadly.

For the first time in history we had to encourage people to socialize responsibly.

Either safely, or not at all.

Heineken created “The Night is Young”.

A campaign that celebrated the newfound nightlife of the young old and carefree to encourage Gen Z and Millennials to get vaccinated.

Our message: “The night belongs to the vaccinated.”

Knowing that our audience would likely be watching from home, we designed an ecosystem designed to maximise the PR effect of the campaign.

An online video, launched on Youtube and our social channels, where we the epic parties that the elderly were already enjoying. 

An OOH campaign in key locations that would draw attention.

Select events to which we invited older influencers and the already vaccinated.