Heineken wanted to teach Gen Z about its’ Pure Malt, but the last thing Gen Z wanted was a history lesson.
Challenge
Heineken needed to educate a brand new generation of beer drinkers about its’ storied brewing process, and the star of that process - Pure Malt. But how do you get the goldfish attention span generation to sit down and listen to a history less on malt? They don’t even really drink beer anymore.
GEN Z DIDN’T WANT TO LEARN ABOUT MALT,
BUT THEY LOVED MAKING MUSIC WITH IT.
insight
Gen Z do not learn through sitting down and being taught, watching a video or learning. They are a hands-on generation who have been active learning since they were young. They learn by creating. So we had to give them the opportunity to create.
THE TURNING POINT
Our client had just come back from Wonderfruit Festival and had seen artists there making music out of plants. We realised that experience aligned perfectly with the strategy, and it put the wheels in motion for the idea and execution, which was led by our Creative Director, Mikey Batt.
CAMPAIGN RESULTS:
More than
2200 Gen Z creators took part.
+15% Brand Meaningfulness amongst Gen Z
1.9M
in reach through
Gen Z Creators.
+1.1 Million
in earned media value.
AWARDS & RECOGNITION:
Won 2 Golds at The Markies
in Singapore.
Silver at the PHNX awards for best use of sound and music.
Featured in Campaign Brief Asia’s The work 2025.
MY ROLE:
As a Strategy Director, I uncovered the insights around Gen Z in Singapore, and was instrumental in helping the client think beyond a traditional educational event.
The idea was then driven and executed by Mikey Batt and the team at :Teeth.