Daniel Nelson

201341251

DESN3947 Graphic and Communication Media

 Brief 2

Heineken
Challenge: “Leverage a beverage icon as a catalyst for connection, across boundaries and borders to
inspire togetherness and joy”.

Audience: ”Young people who are determined to reinvent the world but don’t know where to start, both
Gen Z and Millennials”.

Insights:
1. Ageism is preventing a fresher world. Many young people hold negative attitudes towards elderly
people, preventing them from connecting.
2. Young people are suffering from a ‘quarter-life crisis’ and can benefit from talking to elderly people who
have been in their position.

Mission: Change young peoples perspective of the elderly and get them to discover the benefits of
connecting with older people.

Solution: A campaign that connects young and old people by encouraging young people to anonymously
write to elderly people through a message in a bottle system. This gives young people a chance to get
advice on life, opening their mind to the benefits of connecting with the elderly as well as help to change
their perspective on the elderly.
Initial Mind-mapping
The project began with the creation of
various mind-maps to identify the key
elements from the brief and gain an
understanding of Heineken as a company.

Key insights found:

Heineken want to be seen to ‘refresh’

people’s views and offer them ‘fresh
perspectives’ to keep their mind open.

We live in an isolated society with more

division than ever. Heineken want to
create a ‘fresher world’ and create a more
connected society.

Young people are determined to change

the world but are confused and don’t know
where to start.
Identifying an Area of Division
After identifying the key themes of the brief, it was important to identify an existing
area of division which Heineken could try to tackle to help connect people together
and ‘refresh’ their views to create a ‘fresher world’. Mind-mapping was done to
generate ideas and interviews with Gen Z were done to gain an understanding of
the target audience and identify an area they feel society is divided.

Key Insights:
A disconnect between elderly people and young people was found. Ageism
was identified as a big issue present in society with 1 in 2 people believed to hold
ageist attitudes. Interviews with Gen Z discovered a common confused feeling
among young people, not knowing what to do in life and nervous for the future.

Every second person in the world is believed to hold ageist
attitudes – leading to poorer physical and mental health
and reduced quality of life for older persons, costing
societies billions of dollars each year, according to a United
Nations report on ageism. An estimated 6.3 million cases
of depression globally are estimated to be attributable to
ageism.
Ageism costs our societies billions of dollars. In the USA,
a 2020 study showed ageism in the form of negative age
stereotypes and ‘self-perceptions’ led to excess annual
costs of $63 billion for the eight most expensive health
conditions. This amounts to US$1 in every US$7 spent on
these conditions for all Americans over the age of 60 for
one year (see note to editors).
“Ageism harms everyone – old and young. But often, it is so
widespread and accepted – in our attitudes and in policies,
laws and institutions”.
Ageism arises when age is used to categorize and divide
people in ways that lead to harm, disadvantage, and
injustice. It can take many forms including prejudicial
attitudes, discriminatory acts, and institutional policies and
practices that perpetuate stereotypical beliefs.
One in three people in the UK report experiencing age
prejudice or age discrimination.
Interviews with Gen Z
Name: Matt
Age: 21
What does a “Fresher World” means to you?
A fresher world would be one where everyone has access
to education, healthcare, and all the basic necessities.
What do you consider a fresh connection is?
I think a fresh connection is a connection with someone
from a different background or culture. I think it’s really
interesting to learn about how other people live and
think, and I love meeting people who can teach me
something new.
Would you say you connect with all groups and types
of people?
I tend to connect more with people my own age and my
family. I have a lot in common with them and we share
similar experiences and values. But I’m also open to
connecting with people from different backgrounds and
with different interests.
What is your opinion on elderly people? Do you
connect with them?
I don’t think I have much in common with elderly people,
so I don’t connect with them very often. I find it a little
difficult to talk to them because we come from such
different generations and have different life experiences.
How you feel about where you are in life at the
moment?
I’m feeling a bit stuck at the moment. I don’t know what I
want to do with my career and I’m feeling pressure from
my family to make a decision. I’m scared of making the
wrong choice and ending up unhappy in my work.
Name: Laurie
Age: 23
What does a “Fresher World” means to you?
A fresher world would be a world where everyone is
treated equally and with respect, no matter their race,
gender, age or anything else. It would be a place where
people can live their lives freely without worrying about
discrimination or persecution.
What do you consider a fresh connection is?
To me, a fresh connection is a new connection with
someone I’ve never met before. It could be someone you
meet at a party or event, or someone you meet through a
mutual friend.
Would you say you connect with all groups and types
of people?
I would say that I do connect with all groups and types of
people. I’m open to meeting and getting to know anyone,
regardless of their age, background, or interests. I think
it’s important to be open-minded and curious about
other people.
What is your opinion on elderly people? Do you
connect with them?
I don’t have any particular opinion on elderly people.
I think they’re just like anyone else, with their own
unique experiences and perspectives. I don’t have
many interactions with elderly people outside of my
grandparents, so I don’t really connect with them on a
regular basis.
How you feel about where you are in life at the
moment?
I feel a little lost and confused about where I am in life
right now. I’m not sure what I want to do for a career and
I’m worried about letting my parents down. I don’t want
to end up in a boring office job, but I’m not sure what
other options are out there for me.
Name: Emily
Age: 27
What does a “Fresher World” means to you?
A fresher world would be one where we take better care
of the environment and prioritize sustainability. It would
be a place where we work to preserve natural resources
and protect the planet for future generations.
What do you consider a fresh connection is?
A fresh connection, to me, is a connection with someone
I wouldn’t normally connect with. It could be someone
who has different interests or values, or someone who is
just outside my usual social circle. I think it’s important to
be open to new connections and not be too closed off to
people who are different from us
Would you say you connect with all groups and types
of people?
I don’t necessarily connect with all groups and types
of people. I tend to gravitate towards people who have
similar hobbies or music tastes as me. I find it easier
to connect with people who share my interests and
passions.
What is your opinion on elderly people? Do you
connect with them?
I respect and appreciate elderly people and their
experiences, but I don’t necessarily connect with
them on a personal level. I don’t think I have much in
common with them and I find it difficult to find topics of
conversation that we both enjoy.
How you feel about where you are in life at the
moment?
I’m feeling a bit overwhelmed and uncertain about where
I am in life. I just graduated from uni and I’m trying to
figure out what to do next. I don’t want to rush into a
decision, but I also don’t want to waste time not moving
forward.
Further Research
After identifying a potential an area of division in society it was
important to do more research to gain a better understanding
of the issue of ageism. Research was also done into the
‘quarter-life crisis’ and how connecting the elderly and young
people can have benefits.
Key insights :
Ageism is a common issue with one in three people
reporting they have experienced age prejudice or age
discrimination. Additionally, one third of 18-34 year olds
stated that they don’t believe elderly people deserve special
treatment in society.
86% of the young people have experienced a ‘quarter-life
crisis’ meaning they feel under pressure to succeed in their
relationships, finances and jobs before hitting 30.
There are lots of benefits of connecting young and elderly
people together. Elderly people can give them advice and
share wisdom to help with their quarter-life crisis.
The song Help The Aged by Pulp inspired the idea young and
old people can connect based off the idea “one time they
were just like you” and are more similar than you might
think.
- Research shows that connecting youths with seniors
can help to boost confidence, increase communication
and improve memory
- An opportunity for both young and old to learn new
skills
- An occasion where both seniors and youths can feel
motivated and inspired
- A way to share family history and knowledge about
the past
- An opportunity for the elderly to learn about modern
technology
- A sense of purpose for both parties
- A chance to dismiss any negative opinions or fears of
the elderly
- A new routine which can help to reduce loneliness
and depression in the elderly
New survey research from BayShore HealthCare found a
quarter of 18 - 34 year-olds respondents would switch
checkout lines if they were behind an elderly person
and a third stated that they don’t believe the aged
deserve special treatment in society.
- Older people can offer wise words and sage advice
on enjoying life to its fullest.
- Older people understand that adversity is a part of life
and that it is important to be courageous in the face of it.
- Elderly people are still part of the family and it is
important to visit them and learn about their lives.
- Older people understand that criticism and
disagreements do not have to be held onto or lead to
bitterness.
- Love is a powerful healing force and it is never too late
to reach out to loved ones.
- Laughter is a great way to cope with difficult times and
is something that all generations can learn from.
- Older people understand the importance of making
time for what is truly important in life.
Quarter-life crisis
A quarter-life crisis is a crisis is defined as when a person
suffers from anxiety over the direction and quality of
their life. This is most commonly experienced in a period
ranging from a person’s early twenties up to their mid-
thirties although can begin as early as 18. It is defined by
clinical psychologist Alex Fowke as “a period of insecurity,
doubt and disappointment surrounding your career,
relationships and financial situation”. A study sponsored
by gumtree found that 86% of the young people
admitted feeling under pressure to succeed in their
relationships, finances and jobs before hitting 30. Two
in five were worried about money, saying they did not
earn enough, and 32% felt under pressure to marry and
have children by the age of 30.
This report on ageism provided valuable insights which
inspired this project. The report found older people
are widely mocked, patronised and demonised by the
rest of society. They are seen as incompetent, hostile or
a burden on others consuming too many of society’s
resources. Ageism is prevalent in the UK, with one in
three people reporting experiencing age prejudice
or age discrimination. Ageism can have negative
consequences on physical and mental health, and can
influence the treatment that older patients receive. The
report offers recommendations for tackling ageism
and promoting a more positive view of old age and
ageing in society, including: challenging negative
language and stereotypes, promoting positive role
models of older age, and supporting older people to
participate fully in society.
Ted Talk: The connection between the
Young and the Old is worth gold by Jort
Verhage (2021)
In this Ted Talk the benefits of connecting young
and old people is discussed. Jort Verhage argues
that connection between the two groups is hugely
beneficial to both parties. He talks about the value of
intergenerational connections, and the role that older
people can play in helping young people pursue their
dreams and find their own sense of purpose.
Help The Aged - Song by Pulp
An unlikely source of insight was the pop song “Help
the Aged” by Pulp which is about the importance of
supporting and helping older people, as they were
once young and had dreams and ambitions just like
younger people. The lyrics also touch on the idea that
everyone will eventually grow old and may need help
and support themselves. The line “One time they
were just like you” inspired the idea for a campaign
which made young people think about how old people
were just like them and used to do the same wild
things young people do. This idea materialised into
the concept of having quotes from elderly people on
Heineken bottles which encouraged young people to
speak to other elderly people and find out about their
interesting stories from when they were younger.
Campaign Research
After researching the issue of ageism more closely as
well as the benefits of connecting young and old, it was
important to research past campaigns from Heineken as
well as additional campaigns to gain an understanding
of their campaigns’ characteristics and tone of voice.
Research into additional marketing campaigns which
attempted to connect young people and elderly people
was also done to get inspiration for ways brands have
tried to do this before.
Key Insights:
Heineken use witty and creative marketing concepts
aimed at connecting people. Heineken also subvert
cliché imagery associated with beer such as a bottle
opener to be the catalyst for connection. This inspired
the use concept of a message in a bottle.
Research into campaigns connecting the young and old
gave an insight into different approaches used. Age UK
make the audience feel sorry for elderly people whilst
cadbury present them as fun. Xbox connects the young
and the old by showing the benefits of connecting.
Heineken: The Closer
Heineken’s global marketing campaign called “The
Closer”, aimed at addressing the growing work-life
imbalance caused by technology, societal pressure, and
the COVID-19 pandemic. The campaign centred around
a high-tech bottle opener called “The Closer” which
shuts all work applications when a bottle of Heineken is
opened with it. The bottle opener is meant to symbolize
the power that every worker has to close down at the
end of the day and prioritize social and leisure time with
friends and family, promoting connection.
Heineken: Worlds Apart
Heineken’s marketing campaign “Worlds Apart” promoted
openness and aimed to bring people together through
common ground. The campaign included a social
experiment in which strangers with opposing beliefs
completed challenges together and then had the option
to either walk away or discuss their differences over a
beer. The campaign was created by Edelman and Publicis
London and won a Bronze Lion at the Cannes Lions
festival. It reached over 40 million views across social media
channels.
Age UK: Spoof Facebook advert
Age UK had a marketing campaign which spoofed a
facebook advertisement. This campaign was designed to
encourage younger people to connect with elderly people
to help combat loneliness. This provided insight into ways
how to encourage young people to connect with the
elderly. This campaign attempts to make the audience feel
sorry for the elderly when showing the benefits to young
people of connecting with the elderly may have been more
beneficial.
Cadbury: Loneliness Campaign
This marketing campaign from Cadbury consisted of
replacing their Dairy Milk’s branding with the quotes of
elderly people. Unlike Age UK’s campaign, the aim of
this was to present elderly people as fun and interesting.
featuring personal quotes about funny stories which
makes elderly people appear more human. This campaign
is insightful into how brands can use the design of their
packaging to achieve a positive social outcome. The
concept of using quotes from elderly people also
inspired the outcome for a non-traditional touch-point.
Xbox Beyond Generations
Xbox and McCann London launched the “Beyond
Generations” campaign to address the issue of loneliness
among the elderly and to bridge the gap between
generations through gaming. The campaign included
two experimental films that showed how gaming can
bring family members closer together and facilitate
deeper relationships. Xbox also introduced the “ReBoxing”
initiative, encouraging younger people to gift their old
console to an elderly family member as a way to connect
with each other.
This campaign is inspiring as it presents connecting
young and the old in a positive way which benefits
both parties, instead of the Age UK campaign which
wants people to connect because they feel sorry for elderly
people. This campaign also gives insight into how a brand
can involve themselves and make them relevant in the
connection.
Concepts Connecting Young and Elderly
After research into past creative campaigns, mind-maps
were created to a generate a range of ideas for how
Heineken could connect young and the elderly. The
selected idea to move forward was a marketing campaign
called “generation gap”.

Insights:
1. Ageism is preventing a fresher world. Many young
people hold negative attitudes towards elderly people,
preventing them from connecting.
2. Young people are suffering from a ‘quarter-life crisis’
and can benefit from talking to elderly people who have
been in their position.

Mission: Change young peoples perspective of elderly

people and get them to discover the benefits of
connecting together.

Solution: A campaign that connects young and old

people by encouraging young people to anonymously
write to elderly people. This gives young people a chance
to get advice on life, opening their mind to the benefits
of connecting with the elderly as well as help to change
their perspective on the elderly.
Additional Research
Heineken Visual Research
Heineken’s visual brand identity is characterized by a bold and modern aesthetic,
with a strong focus on minimalism and simplicity. The brand’s logo is instantly
recognizable, featuring a bold red star and white lettering set against a green
background. This logo is used consistently across all marketing materials,
including packaging, advertising, and digital media.

In terms of packaging design, Heineken typically uses clean lines, simple

graphics, and minimal colour palettes to create a sleek and sophisticated look.
The brand also makes use of high-quality materials and finishes, such as metallic
foils and embossing, to add a premium touch to its packaging.

Heineken’s visual brand identity is highly cohesive and consistent, with a clear
focus on creating a modern, sophisticated, and memorable brand experience for
consumers.

Insights:
- Constant use and re-purpose of their star logo
- Custom bottle designs
- Minimalist design
- Small amounts of text
- Use of gradients
- White text on green background

Message in a bottle

Research into things associated with beer and beer bottles was done to
generate interesting an unique concepts for the marketing campaign.
Messages in a bottle was identified as an interesting visual concept which
could be used as part of the campaign for young people to write letters to
the elderly. Messages in bottles were used historically to send distress
messages. This is particularly appropriate as the concept is based of young
people being confused and unsure about life during their quarter-life crisis
and therefore by sending a message in a bottle to the elderly they are
reaching out for advice.
Development
After identifying the concept of getting young people to
connect to the elderly through sending messages in a bottle,
sketching was done to generate logos for the campaign. The
name ‘Generation Gap’ was used to create multiple logos which
related to this concept. The final logo was influenced by visual
research into Heineken, using the star as part of the branding. The
logo shows two beer bottles doing a ‘cheers’ which represents
connection. The two bottles are different sizes to represent the
gap in age between the two generations.
Final Logo
Inspired by previous Heineken campaigns, custom beer bottles
were designed which could be used as part of the marketing
campaign.
Development
Various ideas for a physical experience were explored. The final experience
consists of a table and a large beer bottle post box on the high street. Young
people are encouraged to write messages to elderly people on sheets of paper.
The messages are then rolled up and put into a custom Heineken bottle which
is then posted into the larger beer bottle post box. All the bottles are then
transported by Heineken to a local care home where elderly residents write a
reply, giving the young people advice. The bottle is then transported back to the
young person where the letter is designed to help them with their quarter-life
crisis.
Development
Following on from designing the physical experience, mind-mapping was done
to generate ideas for a digital experience. The chosen idea was then sketched out
and wireframes were created. The idea for the microsite consists of young people
sending virtual messages anonymously in bottles to elderly people. This works
firstly by the young person scanning a QR code on a custom ‘Generation Gap’
Heineken beer bottle. The link will then take them to the microsite where they
can write their message. Heineken will print out the messages and physically
transport them to local care homes where elderly people can respond. These
replies are then scanned and digitalised and presented back to the young person
on the mircosite.
Development
Ideas for a connected non-traditional touch-point were generated and explored
through mind mapping. Inspired by Cadbury’s marketing campaign, the concept
for the non-traditional touch-point was to create a machine that gave out sheets
of paper with quotes on from elderly people. This idea is designed to open young
people’s mind up to the benefits of connecting with the elderly, highlighting how
their wisdom and advice can help them with their ‘quarter-life crisis’.
Physical Experience 1
The final physical experience responds to research which discovered
young people can benefit from connecting with elderly people, to give
them advice to help their ‘quarter-life crisis’.

The physical experience is called ‘Generation Gap’ is designed to create

fresh connections and refresh any negative opinions young people have of
the elderly. The experience consists of a table and a large beer bottle post
box on the high street. Young people are encouraged to write messages
to elderly people on the sheets of paper. The messages are then rolled up
and put into a custom Heineken bottle which is then posted into a larger
post box made from another Heineken bottle. All the bottles are then
transported by Heineken to a local elderly home where elderly residents
write a reply, giving the young people advice on their worries. The
bottles are then transported back to the young person where it is read
with the hope it helps them with their ‘quarter-life crisis’. Both the young
person and elderly person are kept anonymous to allow them to be honest
and get things off their chest.
Physical Experience 2
Digital Experience
The final digital experience is connected to the
physical experience’s concept of young and old
people connecting through a message in a bottle
system.

Firstly, the young person scans a QR code on a

special edition ‘Generation Gap’ bottle of Heineken
which takes them to the microsite. The user is
then invited to select a local elderly home to write
a message to. The user can either write their own
message or use a template to make it easier. Once
their message is written it is put in a virtual bottle
and sent to the chosen elderly home. Heineken will
then print out the virtual message and get residents
to reply to the letter, answering questions the young
person has and giving them advice. The letter reply
is then digitally uploaded and given back to the
young person where they are encouraged to share
their experience online using #GenerationGap.

Full Microsite Walkthrough:

https://youtu.be/vs0FyPxCE-s
Non-traditional touch-point
The final non-traditional touch-point aims to make young people discover
the benefits of connecting with the elderly generation, opening their mind
and refreshing their perspective on the elderly.

The non-traditional touch point consists of a poster which dispenses slips

of paper when people press a button. On the slips of paper are quotes from
elderly people, giving advice for young people. These quotes are designed
to make young people discover the benefits that connecting with elderly
people can have such as helping with their quarter-life crisis. The concept
is behind the touch-point is that young people have to make an effort to
discover the benefits of connection, similar to how they have to physically
go up to the poster and push a button in order to get their quote. Young
people are then encouraged to share their unique quote online using
#GenerationGap, creating an online trend.
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