CLIENT: Heineken USA

AGENCY: IN Connected Marketing

ROLE: Senior Art Director & Conceptor

ASSIGNMENT: Create an always-on program with permanent POS for Mexican restaurants that highlights the HEINEKEN Mexican Portfolio and how it offers guests authentic and unique experiences for the food first occasion.

BARRIER: "I'm not aware of the entire HEINEKEN Mexican portfolio, or how it can offer that delicious, fun, interactive or truly authentic Mexican experience I'm looking for."

STRATEGY: Elevate your Mexican experience! Let HEINEKEN Mexican beers transport you with authentic cultural experiences that enhance your meals.

There’s a beauty to a perfectly poured beer – and when paired with the right dish, it creates a kind of masterpiece of flavor. That’s what we want you to experience every time you order one of our beers when you’re at a Mexican restaurant. From the authentic beer, to the delicious cuisine, to the art on the walls, we’ll immerse you in all this rich culture has to offer, so you’ll feel like you just stepped right into a Mexican cantina.

We’re inviting Mexican restaurant guests to experience the Art of Cerveza before, during and after they dine at their favorite location in a number of ways: by adding new rituals to our great-tasting beers; artfully pairing our beers with traditional dishes; creating compelling brand engagements away from the restaurant, and immersing them in the art and culture of Mexico with décor and signage styled and designed by actual Mexican artists.