Heineken Design & Branding FACES by Leo Burnett Warsaw


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Industry Beers and Ciders
Media Design & Branding
Market Poland
Agency Leo Burnett Warsaw
Creative Director Krzysztof Iwinski, Pawel Heinze
Art Director Nina Lupinska
Copywriter Kamil Kowalczyk, Filip Szperl
Released June 2011

Credits & Description

Category: Posters
Advertiser: GRUPA ZYWIEC
Product/Service: HEINEKEN
Creative Director: Pawel Heinze (Leo Burnett)
Creative Director: Krzysztof Iwinski (Leo Burnett)
Copywriter: Kamil Kowalczyk (Leo Burnett)
Copywriter: Filip Szperl (Leo Burnett)
Art Director: Nina Lupinska (Leo Burnett)
Marketing Manager: David Lette (Grupa Zywiec S.A.)
Senior Brand Manager: Szymon Michalik (Grupa Zywiec S.A.)
Junior Brand Manager: Malgorzata Dyjak (Grupa Zywiec S.A.)
Media placement: BTL material - Posters - 30 June 2011
Media placement: Ambient - World Stage - 30 June 2011

Describe the brief from the client
In 2011, Heineken Open’er Festival joined Star World Tour that is a group of the biggest festivals sponsored by Heineken all over the world. Heineken wanted to celebrate it in a meaningful way.

Describe the challenges and key objectives
Heineken Open’er is the biggest music event held in Poland for over 10 years now. Throughout the time, the festival has drawn a crowd of local and foreign fans who travel to the North of Poland every year in search of music and social experience. We were asked to create a new visual communication system for the festival.
One of our tasks was to meet the technical limitations of print materials, especially when it came to stage design – the graphics had to be simple enough to be applied to the stage façade.

Describe how you arrived at the final design
We designed a simple and youthful set of illustrations. Dancing singing and full of beans characters made up a vivid mosaic of a festival crowd presented from the perspective of a festivalgoer. However, most of all, we wanted to focus on the international character of the event and of the brand itself, bearing in mind Heineken’s claim: Open your world.

Give some indication of how successful the outcome was in the market
The illustrations became really popular among festivalgoers. Many of them took the posters with them. They posted them and Facebook and covered the illustrations on blogs.