Our job was to bring a global TV ad 'Heineken Odyssey' to life locally in Ireland. The commercial tells us that 'Everyone is legendary at something'. The ad celebrates people showing off their talents.

The Challenge...

In Ireland ‘showing off’ or ‘attention- seeking ’ is culturally frowned upon.

It's only okay to 'show off' if you are encouraged to do so by others.

We created Heineken 'Stage Fright’.

We told unsuspecting people that they were only coming to record their hidden talent…to a single camera…alone.

We lied. They were about to perform in front of a large audience in a live show.

The desired outcome was to increase affinity rates and ....sell more beer!

•Over 10,000 attended the event.

•Affinity with the brand +8%

•Most trended video in the country.

•We sold lots more beer. Market-share up +2.7%

•Ireland (which is tiny) now enjoys one of the highest market-shares on Heineken in the world.

Irish people shy away from showing off because it's culturally frowned upon. So getting people to show their talents to the nation wasn't easy. By creating Heineken 'Stage Fright' we gave Irish people with hidden talents the little push/motivation they needed to step into the spotlight while also bringing Heineken's global campaign to life locally.