Heineken / Ignite

Pouring rights at the Milan Design Week were table-stakes for a global brand such as Heineken, so this brief was to give the product itself a more active role - turning it from a background player into a true VIP.

Working from the insight that elaborate experiential ideas can often distract from the product, the team settled on a simple (yet technologically sophisticated) idea that didn’t distract from the consumption occasion, but rather enhanced and evolved it - a bottle of Heineken that interacted not just with its surroundings but with the user themselves.

The bottle debuted at Heineken’s dedicated ‘Lounge of the Future’ in Milan but went on to tour events and activations across the world for the following three years - latterly in an evolved design that allowed it to be transferred across bottles and re-used. 

As well as winning a Design Lion at Cannes, Heineken Ignite was covered by publications from DigiDay and Trend Hunter to Forbes and Fast Company.