HEINEKEN ‘Open Your City’ Background - Heineken wanted to engage its core ABC1 male audience and the idea behind its campaign was to ‘open’ cultural opportunities in big cities around the world to this target audience. - To drive maximum impact and convey the creative direction of its overarching ‘Open Your City’ campaign in London, this took the form of a cross-media partnership that had a focus on cinema and film. Idea - Heineken created th

Join for free to read