MINIATURE MONUMENTS

ClientHEINEKEN
Category B02. Promotional Item Design
TitleMINIATURE MONUMENTS
Product/ServiceHEINEKEN
Entrant HAVAS DUBLIN, IRELAND
Idea Creation HAVAS DUBLIN, IRELAND
Credits
Name Company Position
Peter O'Dwyer Havas Executive Creative Director
Adrian Fitz-simon Havas Creative Director
Bob Coggins Havas Managing Director
John Flannery Havas Account Manager

The Campaign

We immortalised the histories of Heineken, and iconic Dublin pubs, using the uniquely Dutch craft of blue Delftware to create one-of-a-kind bar taps – exact scale models of the pubs they’re in, handcrafted and hand painted by the craftsmen of Royal Goedewaegen. These ceramic taps we're installed in each bar, each piece, a bespoke creation.

Creative Execution

Each tap was designed as a scale model of the pub in which it was installed, created using a uniquely Dutch craft of blue Delftware. Royal Goedewaagen is one of the oldest Delft ceramic manufacturers in the Netherlands and the process of creating these one-off works of art involved painstaking sketches of each building, carving each tap in relief by hand to create moulds, slip casting and firing, and finally painting by hand in the traditional Dutch cobalt delft blue. The firing and hand-painting techniques employed have remained unchanged at Royal Goedewaagen for over 400 years.

Indication of how successful the outcome was in the market

This campaign boosted Heineken’s front of bar presence by creating unique miniature monuments, installations that will endure as tributes to Heineken’s relationship with Dublin pubs for years to come.

High concept bars were rejecting 3rd party visibility that does not conform to their aesthetic vision, meaning Heineken and other Premium brands are losing out at the bar.  Our Solution: What happens when the aesthetic vision for the bar forms the primary inspiration for the counter mount and the brand adapts to that vision? What better way for Heineken Ireland – a company very proud of its own heritage to honor all that’s great about Dublin’s traditional bars.