The popularity of microbreweries is rising. Therefore Heineken asked us to find a groundbreaking way to tell their story of original craftsmanship.

We harnessed the power of data and targeting to get the right guys to start their trip in Amsterdam with 'A 'Dam Fresh Heineken' - a Heineken freshly brewed for their arrival.


Webby - Winner, Best use of data driven media
Cannes Lions - Shortlist, Direct
Cannes Lions - Shortlist, Media
Spin Awards - SILVER, Digital Campaign
Spin Awards - SILVER, Media

>1 month before departure, we targeted confirmed travellers to Amsterdam with our offer:

After signing up, we automatically kept people up to date about the brewing process using a Facebook messenger bot:

Each and every Heineken was then brewed, labelled and wrapped especially for their arrival:

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On arrival, the freshly brewed beer awaited at Heineken's oldest brewery. Making sure every man kicked-off his trip with the original Amsterdam beer: Heineken.

Each wrapper contained a personal map of Amsterdam with hotspots, based on what we got to know about the man in the 1-on-1 chat.

The bottle designs were inspired by Amsterdam and reflected the participant's character: