2011 Results

Agency (city): 358 Helsinki, Helsinki

Creative Director(s): Erkki Izarra, Antero Jokinen

Copywriter(s): Valtteri Väkevä, Jonathan Mander

Art Director(s): Maria Fridman

Illustrator(s): Parra

Graphic Design: Ville Kovanen

Typographers(s): Parra

Agency Producer(s): Peggy Petrell, Petra Yli-Hemminki

Client Team Director: Sami Alppiranta

Strategist: Panu Nordlund

Short explanation

Brief: In 2010 Heineken became the main sponsor of Flow Festival in Helsinki. Flow is an established get together of 50.000 hipsters that are very allergic to all sponsorship and branding. Our goal was to come up with something that would make it to the official programme of Flow.

Solution: We created Tastebuddies, an event concept created for Heineken and Flow Festival in Helsinki. The idea of event was: Two top designers with conflicting tastes were locked in a container. They got a a brief and 30 minutes to solve the problem. After that, Dutch illustrator Parra illustrated the ideas in front of live audience Before the event there were radio interviews of thedesigners, a Tastebuddies fanzine, a blog and a Facebook event. At the festival built a bar in front of the container, so people could sip beer and watch the designers working. The event was captured in three mini documentaries that were posted on tastebuddies.fi and on YouTube.

Results: We made it to the festival programme. We reaches over 250 000 people. Heineken sales grew more than targeted. A single idea served as platform for a variety of communications that gained tons of attention for the brand in Finland.

Description

In 2010 Heineken became the main sponsor of Flow Festival in Helsinki. Flow is an established get together of 50.000 hipsters that are very allergic to all sponsorship and branding. Our goal was to come up with something that would make it to the official programme of Flow. We created Tastebuddies, an event concept created for Heineken and Flow Festival in Helsinki. The idea of event was: Two top designers with conflicting tastes were locked in a container. They got a a brief and 30 minutes to solve the problem. After that, Dutch illustrator Parra illustrated the ideas in front of live audience.The event was captured in three mini documentaries that were posted on tastebuddies.fi and on YouTube. These poster where made during the event.