Reach the sunrise

To talk about moderation to a target group that associates excesses with fun, Heineken focused on consumer insight regarding the target group: “Very often, the best opportunities come towards the end of the night”. This led to the signature campaign line “Sunrise belongs to moderate drinkers”. The video was launched on the night of 31 December on maxi screens in Times Square, in front of millions of people. On the same night, we organised a concert at 4am to reward moderate drinkers by distributing bottles of water to encourage moderate drinking. The same bottles were then distributed at clubs, as well as coasters and posters showing the campaign message. Then, to share the end of a great night spent drinking moderately, Heineken placed some sofas in front of the best sunrise spots in major cities around the world, inviting people to share their photos of that moment on #mysunrise.