Heineken's Star Employees
A UK survey by Drinkaware of more than 2000 working adults revealed that 43% of respondents say there's too much pressure to drink when socialising with work colleages, and 53% would like there to be less pressure to do so. Booze - filled work socials may sound great to a few, but exclude a prominent section of the team - The Sober Employee.
Work shouldn’t make you feel left out.
CAPABILITIES
BRAND STRATEGY
CAMPAIGN DESIGN
VISUAL IDENTITY
USER INTERFACE DESIGN
NAMING AND WRITING
PACKAGING DESIGN
Touchpoints such as the invitation, the Star Employees Crate and the app are used to activate the campaign in the real world.
A special Heineken bottle - missing the Star, would also be designed for the campaign.
The app too is an integral part of the campaign and can be used for two things -
1. Taking part in the challenge
2. Finding new sober socials near them
