The popularity of microbreweries is rising, so we set out to start every man's trip with the original Amsterdam beer. Introducing: A 'Dam Fresh Heineken. A Heineken brewed especially for every man's arrival in Amsterdam.


Cannes Lions - Shortlist, Direct
Cannes Lions - Shortlist, 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: