Heineken 0.0 LA Marathon Activation
Heineken was looking for a branded tent with a simple photo wall and an engagement moment. I proposed branded cheer posters as giveaways and a write in station where the runners’ supporters can fill in names and decorate the posters. They were such a huge hit that the next year, in February 2022, ASICS made the same posters for their booth.
Category: Experiential Design
Client/Agency: Heineken USA
Location: Los Angeles, CA
Project Contribution:
Creative lead, concepting engagement elements, branding of space, design of posters, presentation design
The Presentation
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The Space
Heineken USA has been aggressively marketing alcohol-free Heineken 0.0 through regional sampling programs; this is an integral part of getting the word out there.
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The Photo Wall
The client wanted an attract moment. For runners, 26.2 is the magic number and I concepted and designed the photo wall.
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The Takeaways
Inspired by Los Angeles and urban running, I leaned into long shadows of palm trees and traffic and road lines as abstracted pattern and physical elements of street running to get to the final look of the poster series. The cheer posters were a huge success. 5,000 posters were given away through out the weekend.
