Do you know that Heineken is the biggest beer brand in 192/195 countries in the world and also being the most mispronounced brand name?

For this 150 years celebration, Heineken decided to celebrate all the ways they are being called and enjoyed around the globe.

from being called Chairman in Nigeriato 喜力 in China.

to KEN in Vietnam.

and over the years, Ken has always been in every kind of celebrations:

• They party with Ken to savor good life with friends.

• They cheer with Ken to celebrate their milestones. 

• They toast to Ken to share their success.

Ken has become the cue for Vietnamese good times. And good times with Ken has become

Good Times like no other.

introducing…

as big as our passion for this biggest event of the decade, it IS the party of the world, covering the span of one year – from many big brainstorm to 4 months of extreme integrated execution.

first, we introduce KEN

Ken is not new to our consumers, yet we haven’t officially announced ourself as Ken in any form of communication.

Therefore, this is the time we feature Ken into the most popular parties to remind our consumers of how dearly Ken is in everybody’s celebration.

Begin with our local “twist” of the global TVC…

2023 is also a remarkable year when Vietnamese Female Football team got into the World Cup, so here’s a cute spin-off with football context:

Alongside the TVCs taking over the internet and elevators’ LCD screens by the storm, we also launched our celebratory 150 special edition.

Now everybody knows Ken, everybody knows there’s gonna be a party

but how are we going to make this party like no others?!?!?!

For the past 150 years,

Heineken has been a part of  the biggest celebrations / good times for many generations.

But good times for Gen Z is slightly different.

Because Gen MZ is always looking for new experiences to have a good time

Imagine if?…

For the first time, they can create and experience good times, 

electrified by their own imagination.

And be the architect of celebrations like no other…

In their virtual spaces where good times with KEN becomes certified next level.

So have you ever AImagined…

Heineken Starverse has always been a digital playground for young consumers to engagement and learn about Heineken brewing process.

However, Starverse haven’t used up the full potential of the digital world and still on the way to win the heart of Gen MZ.

So this time, we aim for

the unlimited party spaces

that could be brought into real life,

thanks to AI generative technology.

…and surprisingly get big rewards while having a blast on Starverse!

To bring Starverse closer to our audience, we have collaborated with some KOLs who are widely adored by our young consumers to film an engaging livestream, where our KOLs introduced and shared their experience with Starverse.

Here’s the link to our livestream.

To make this livestream come to life, our team have crafted from the livestream concept to the detailed script for each KOL, all are written by me.

Not only acting as a guide to the multiversal good times, this engagement phase is the peak to later land our party into many worlds…

of Kennation!

Heineken has always been famous for their massive EDM fest over the years, this time, we made it bigger and also closer to Vietnamese audience with immersive sportainment experience.

From top DJ and artists around the world

to the top football players in Vietnam.

All are participating in the mashup to bring the best of both worlds.

cco: paolo garcia

executive creative director: rajapreyar chandu

associate creative director: raven ngo

art director: fa fah (dung trinh)

copywriter: chau huynh