The Challenge:
Create a brand experience that cuts through the noise and gets audiences to make fresh connections, and culturally connect across boundaries and borders to make a fresher world and inspire togetherness and joy.
The Insight:
1 in 6 men have experienced sexual assault or abuse, an issue not enough people are talking about.
The Heineken 1 in 6 Pack
1 in 6 men have experienced sexual assault. During April, in support of Sexual Assault Awareness Month (SAAM), Heineken introduces the 1 in 6 Pack; an initiative crafted to deepen connections and reshape the conversation around sexual assault.
The value of the teal-coloured bottle will be donated to sexual assault support and advocacy organizations globally.
In-home and in-bar touch-points
Microsite
The heineken.com/1in6pack microsite acts as a hub of information, tools, and resources for sexual assault survivors and supporters. Heineken will partner with sexual assault support organizations globally to ensure these organizations are immediately accessible by call or text within the Seek Help page.
Out-of-home advertising
#1in6Pack
For every use of #1in6Pack, Heineken will donate $0.16 to sexual assault support and advocacy organizations around the world.
Keeping the conversation going
Heineken will partner with artists around the world, including Dale Chihuly, to create conversation-sparking installations crafted with repurposed Heineken bottles. Pieces will be available for auction, and all proceeds will be donated to sexual assault support and advocacy organizations.
Art Director: Jordan Bloom
Art Director: Shreyas Karambelkar
Copywriter: Jamie Doyle
Account Manager: Poojitha Girish
