Kaleidoscope: The new Heineken Can
The campaign is based on the kaleidoscope-effect. Firstly because it shows the new can from all sides, even in 2d applications. Secondly because it adds an arty touch, stressing the stylish new design. To enhance the effect and to highlight the metal-look of the new can, the visual is applied to reflective backgrounds whenever possible.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Heineken developed a new can with a minimalistic design, dominated by a large aluminium area. This campaign introduces the new can to several target audiences.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The project started in Amsterdam in August 2013 and finished in October 2013. First the Heineken Can was introduced worldwide to all Heineken Marketing Managers with a direct mailing (optional image #1). The USB stick contained in the mailing included all necessary artwork and a toolkit, which the managers use to introduce the can to the public in every country around the world.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The key-visual New Can - Kaleidosope (Main image) is created in InDesign with 3D renderings of the new can. Each segment is a separate InDesign document. The 5-pointed Heineken star, a major brand icon and prominently featured on the new can, is the starting point for the kaleidoscope-effect.
The outside box of the direct Mailing (Optional image #1) is created out of holographic-laminated paper printed with UV ink, for the inside box we used reflective silver-laminated paper. The USB in the box contains: video animation of kaleidoscope-effect, based on key-visual, Artworks (Key Visuals + POS Artworks), Toolkit (for implementing the artworks), Trade Leaflet, 3D Renders.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The key visual can be created in every size (portrait and landscape)
The size op the direct mailing box is 250 x 180 x 75 mm
Kaleidoscope, Reflection, New Heineken Can
TEAM MEMBERS (5) :
Art Director: Marco de Ruiter, Copy Writer: Martijn Fieten, Graphic Designer: Maurice Alsema, Project Management: Estelle Peek and Yvonne Hakkaart and Heineken: Els Dijkhuizen
Peek Estelle, 2013.