Title	OPTICAL ILLUSION AS DESIGN TECHNIC FOR SUSTAINABLE SALES KIT FOR HEINEKEN
Brand	HEINEKEN
Product/Service	SUSTAINABLE TOOLKIT FOR BUSINESS PARTNERS
Category	A01. 360° Corporate Identity
Entrant Company	LEMON SCENTED TEA Amsterdam, THE NETHERLANDS
Advertising Agency	LEMON SCENTED TEA Amsterdam, THE NETHERLANDS
Production Company	MAZELINE Purmerend, THE NETHERLANDS

Name	Company	Position
Tom de Hooge	Lemon Scented Tea	Art Director
Yasmin Visser	Lemon Scented Tea	Copywriter
Rogier Heijning	Lemon Scented Tea	Creative Director
Myriam van Engelen	Lemon Scented Tea	Strategy
Orfee Goedkoop	Lemon Scented Tea	Account Director
Erwin van Rheenen	Lemon Scented Tea	Senior Producer
Hugo Jansen	Lemon Scented Tea	Graphic Designer

Brief Explanation

Heineken is the largest beer brand in Holland. It supplies several beer brands to café’s in Holland. They see themselves as a partner in business of the bar owners. For this promotion they had a budget of 10.000 euro.

The Brief

From the start of Heineken in 1850 sustainability has always been in the company’s genes. But to “brew a better world” it is necessary to co-operate with your partners and share tips and tricks. So Heineken decided to create a toolkit for bar-owners to share its knowledge on sustainability. These bars range from trendy bars to brown café’s around the corner. A larger part of the target audience is quite traditional so how do you make this exciting with a small budget of 10.000 euro? Key words were: smart, cool and progress.

How the final design was conceived

After researching we found a genius trick on how to create movement from an illustration using a piece of paper with small cut out parts. We tested different kind of movement to see what worked best. This trick was never used before and created the impact we needed to get the attention needed. Also by letting the target create the movement themselves they would better remember the message.

Indication of how successful the outcome was in the market

The targetgroup, the bar owners, were drawn to this novelty and the sales manager got the change to tell Heinekens vision on sustainability and the tips and tricks how to make the bar more sustainable. Because the novelty of the design we underlined Heinekens reputation of being a progressive and innovatory brand.