Kaleidoscope: The new Heineken Can Advertising Campaign by Peek Estelle |
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| DESIGN NAME: Kaleidoscope: The new Heineken Can PRIMARY FUNCTION: Advertising Campaign INSPIRATION: 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, Illustration 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-laminate 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 TAGS: Kaleidoscope, Reflection, New Heineken Can RESEARCH ABSTRACT: - CHALLENGE: - ADDED DATE: 2013-12-30 06:59:21 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 IMAGE CREDITS: Peek Estelle, 2013. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Bureau Kellerman PROFILE: - |
| AWARD DETAILS | |
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Kaleidoscope: The New Heineken Can Advertising Campaign by Peek Estelle is Winner in Graphics, Illustration and Visual Communication Design Category, 2013 - 2014.· Press Members: Login or Register to request an exclusive interview with Peek Estelle. · Click here to register inorder to view the profile and other works by Peek Estelle. |
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