Heineken
Heidden In
Plain Sight
Plain Sight
Malaysia is an advertising dark market. Showing alcohol brand logos and products on above-the-line media could lead to fines and jail time. Despite this, we needed a way for Heineken to be seen and talked about during the year's biggest season for alcohol sales: Chinese New Year.
The Idea
The exchange of auspicious greetings is a key Chinese New Year tradition. Several of these greetings have something in common: the word “Hei”, which means happiness in Cantonese. Of course, one cannot spell Heineken without those same three letters.
A campaign that no other beer brand could own. By cropping the iconic Heineken logo, and then using its first three letters to complete a series of Chinese New Year greetings.
We then featured these greetings hiding Heineken in plain sight across a fleet of delivery trucks. These became highly visible billboards-in-disguise as they made deliveries throughout the country, making Heineken the only beer brand with outdoor advertising in Malaysia during the important Chinese New Year season.
Ultimately, the campaign cheekily underscored that the celebrations were simply more complete with Heineken.
"The only outdoor beer ads ever seen in Malaysia."
An AR filter let everyone share their own festive greetings using cans of Heineken.
The campaign idea even extended to Ang Pow or red packet designs.
Project Info
cCo Emir Shafri
ECD Iska Hashim
associate Creative Director David HK Tan
Creative Group Head Vickknesh
Graphic designer Diynana
Copy wRiter Jing Jie
Head of AV & Digital Content Nisha Khirudin
AV Producer Fairuz Mazlan
AV Editor Sam Chia
ECD Iska Hashim
associate Creative Director David HK Tan
Creative Group Head Vickknesh
Graphic designer Diynana
Copy wRiter Jing Jie
Head of AV & Digital Content Nisha Khirudin
AV Producer Fairuz Mazlan
AV Editor Sam Chia
