Heineken

Campaign // Which side are you on?

Brief // Create an integrated campaign in an extension to the walk-in fridge campaign.

Concept // We have created an extra dimension to the walk-in fridge idea by bringing up the age old myth of the differences between the priorities of man and woman.

Award // Singapore Media Awards 2010 Finalist (Best Outdoor), Effies 2010 Finalist.

Print // The CATALOG magazine is well-read in singapore and is popular among the target audience as it covers segments as such fashion, nightlife, travel, food, etc. The magazine is also famed for starting on both sides, instead of the usual reading from front to back. Thus both ends will be upside down to each other (one side for the men, the other, for the women). It does this to differentiate areas of interest between man and woman, making it an ideal media to place a print ad.

Activation // The main event of the campaign is the setup of the Boutique-Bar at Orchard Road. The Boutique-Bar is designed as close as possible to the Walk-in Fridge TVC. It not only allows photo taking opportunities for fans of the popular TVC, but are real pop up stores for retailers as such Fred Perry.