Our objective was to provide designers with a smooth digital platform that encouraged them to create stunning remixes of the Heineken Limited Edition Bottle.

We wanted to celebrate Heineken being ‘140 years young’ and pay special attention to the brand’s iconic and rich visual history. We wanted to involve designers from all over the world, give them the freedom to delve into Heineken’s past and inspire them to create their own take on Heineken’s future.

For the second year in a row Heineken is hosting a competition that invites designers from around the world to create their interpretation of a Limited Edition Heineken bottle. How do we inspire and challenge people to create their own bottle designs?

The Top 30 crowd-sourced designs will be exhibited at Milan’s prestigious Design Week in April 2013 where they are judged by, amongst others, design pioneer Joshua Davis, Cool Hunting editor Evan Orensten and PechKuncha’s Mark Dytham. The winning design will be part of Heineken’s 2013/1024 Limited Edition Pack.

We built a Facebook application that inspires designers to remix and reinterpret 250+ images from Heineken’s visual history into an iconic bottle of the future. They can browse images, add favourites to their ‘scrapbook’ and download them for when they are ready to start designing.

Designers are encouraged to submit their design and, using a powerful combination of WebGL and HTML5, the application transforms the 2D design into a lifelike 3D bottle. The 3D bottle is fully interactive: designers can rotate, turn and zoom in on the bottle to see every detail as if it were real.

After 3 months, the site had 140,000 visitors and 1,533 unique bottle designs uploaded. Designers from more than 132 different countries took part. Visitors spent an average of almost 4 minutes on the site.

All this without any supporting paid media.