Heineken recently unveiled a new integrated global marketing campaign called ‘There’s more behind the star’. Consumers were invited to discover the authentic product stories that are the foundation of an iconic global brand.
Challenge: Create a premium retail suite of displays using this supplied ATL poster as inspiration.
Role: Concept, Art Direction, Design
Elements from this poster and messaging, formed the basis of the retail display designs.
The idea of ‘discovering more behind the star’ gave a surprise element to the display designs. Display units were structurally designed to dramatise this message. 3D renders by Dan Stern at Iris.
This video animation shows how a cleverly cardboard engineered display can become an intriguing optical illusion.
This video animation shows the ‘discover more behind the star’ message as a way of inviting customers into the sampling event display stand.
The full campaign
Using proximity sensor technology on shelf display adds an interactive and engaging element between the customer and brand.
This video animation shows how a hanging display can become an intriguing optical illusion. With clever cardboard engineering, the ‘discover more behind the star’ message is integral to the design.