Heineken Design & Branding LEGENDS PARTY INVITATIONS by Wieden + Kennedy Amsterdam

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Creative Director Mark Bernath, Eric Quennoy, Duncan Marshall, Jason Levine
Designer Gareth Rice
Released December 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Date of First Appearance: Dec 13 2010
Executive Creative Director: Mark Bernath/Eric Quennoy (Wieden+Kennedy)
Creative Director: Mark Bernath/Eric Quennoy (Wieden+Kennedy)
Group Account Director: Clay Mills (Wieden+Kennedy)
Account Director: Jasmina Krnjetin (Wieden+Kennedy)
Head of Design: Joe Burrin (Wieden+Kennedy)
Head of Studio: Jeremy Jiracek (Wieden+Kennedy)
Designer: Gareth Rice (Wieden+Kennedy)
Senior Project Manager: Sharon Kwiatkowski (Wieden+Kennedy)
Global Communications Manager: Sandrine Huijgen (Heineken)
Communications Manager: Josefien Olij (Heineken)
Media placement: Unique, Individual Antique Objects - Delivered To 100 Party Invitees - December 13 2010

Describe the brief from the client
Create a unique and memorable invitation to the Heineken 2010 Christmas party, tied to the new brand strategy and creative platform of “Legends”.

Describe the challenges and key objectives
The objective of the invitations was to create buzz around the upcoming ‘Legends’ themed Heineken Christmas party.

The challenge was to ensure the invitations were on-brief themselves – that is, Legendary. We wanted to do something unusual that would get people excited about the upcoming event, and inspire them to come dressed as a Legend themselves.

Describe how you arrived at the final design
Design and supply invitations for Heineken’s 2010 Christmas party, tied to the new creative platform “Legends”.

Legendary parties begin with legendary individuals. We leveraged this idea by sending various artefacts that belonged to those who’ve lived legendary lives. The intent was to inspire people to release the Legend within – to dress up for the event as well as provide them with a legendary keepsake.

100 unique items were sourced, captioned, packaged and delivered by hand. We asked guests to bring their item to gain entry, enabling the hosts to showcase the legendary artefacts for the duration of the party.

Give some indication of how successful the outcome was in the market
The party invitations generated as much buzz internally at Heineken as the party itself.
The vast majority of party invitees did indeed bring their unique object with them to gain entry to the party. Most people went so far as to use theirs as inspiration for their costume.