The Ram


Grabbing Chinese New Year by the horns.

Client: Heineken

The Challenge

‘The Year of the Ram’ means nothing to Irish drinkers, or the West in general. Chinese New Year was simply not a big deal on this side of the world.

The Idea

As part of the ‘Open Your World’ platform, we helped Heineken introduce the West to one of the biggest celebrations on earth, Chinese New Year.

The Impact

An iconic print ad that represented everything Heineken is about: enjoying social groups, keeping a cool head.

The Outcome

The image spread far and wide on social media, and opened up the idea of a whole new world – and a whole new reason for celebration – for Heineken drinkers in Ireland.

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