Heineken – The Art of Afterwork Vol.2

Innovative brand activation for genuine offline moments in Berlin


Under the slogan "Social Off Socials," we designed an after-work event for Heineken that focused on the brand message of genuine interpersonal connections. At the Prince Charles Club (Berlin-Kreuzberg), we as an event agency created a space that celebrated the conscious decision to leave smartphones behind as an exclusive, analog experience.

Activation
At the heart of the event, the Heineken Arcade Hall celebrated the iconic Y2K retro vibe with an exclusive Snake adaptation, creating the perfect symbiosis of nostalgia and modern entertainment. The exciting high score chase for the limited edition Boring Phone made the gaming hall a lasting highlight.

Community Experience
For an authentic brand experience, we combined music, fashion, cuisine, and art with urban lifestyle. To do this, we brought deadHYPE on board, who curated both the fashion collaboration (merchandise & customization) and the DJs. 
Our food partners Goldies Burgers and KUCHI Sushi ensured that the target audience also got their money's worth in terms of taste. The campaign was further enhanced by a panel discussion and a kinetic sculpture by media artist Marco Barotti, which offered guests a playful yet critical approach to the topic of social media use.

Implementation
As a live communications agency, we were responsible for the entire implementation, from set design and guest management to the party itself. We used high-end photo and video content to ensure that the campaign's message achieved maximum digital visibility for Heineken and all partners, despite the deliberate IRL focus.