The only beer billboards ever seen in Malaysia.
Heidden In Plain Sight
Heineken
You may be able to sell alcohol in Malaysia but you sure as hell can’t advertise it. The law’s funny that way. But that didn’t stop us from being a big part of Lunar New Year, the country’s biggest season for beer.
Step 1: crop the iconic Heineken logo and use the “Hei” part of it to complete festive greetings. Step 2: feature greetings across delivery trucks to create a series of technically unbranded and totally legal billboards. Step 3: profit??
Because when you can’t advertise in plain sight, you hide.
RECOGNITION
Cannes Lions / Outdoor / Bronze
AdStars / Outdoor / Grand Prix
AdStars / Media / Grand Prix
LIA Awards / Creative Strategy / Silver
LIA Awards / Billboard / Bronze
LIA Awards / Design / Bronze
The One Show Asia / Public Relations / Silver
The One Show Asia / Out of Home / Bronze
The One Show Asia / Social Media / Bronze
Campaign Brief The Work / Out of Home
Campaign Brief The Work / Ambient
Campaign Brief The Work / Culture
Campaign Brief The Work / PR
Effies / Beverages / Silver
Effies / Seasonal Marketing / Silver
Effies / Marketing Disruptors / Finalist
Kancil / Golden Kancil
Kancil / Outdoor-Led Integrated Campaign / Gold
Kancil / Poster Design / Gold
Kancil / Digital-Led Integrated Campaign / Silver
Kancil / Cultural Insights in Design / Silver
Kancil / Ambient / Bronze
Kancil / Social / Bronze
Kancil / Creative Effectiveness: Outdoor / Bronze
Kancil / Typography / Bronze
Kancil / Cultural Insights in Activation / Merit
CREDITS
Executive Creative Director: Iska Hashim
Associate Creative Director: David HK Tan
Creative Group Head: Vickknesh Raj
Copywriters: Jing Jie Chang, Poon See Hian
Designer: Diyana Yusof