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