The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

December 12, 2011 | 2 min read

The latest phase of Heineken’s attempt to encourage responsible consumption of its brands has begun, using the new theme ‘Sunrise belongs to moderate drinkers’.

The new theme is part of the global ‘Open Your World’ campaign, which encourages aspirational behaviour among adult consumers, has been created by Publicis International and AKQA and will run throughout the festive season, through YouTube, Facebook, Heineken’s website and broadcast media.

The campaign will see sunrise images showcased on the Facebook page and incorporated within a Facebook application, allowing consumers to map photos of sunrise based on location. These will be showcased on the Facebook fan page wall and retweeted.

Alexis Nasard, Chief Commercial Officer for Heineken said: "Heineken has both the opportunity and the responsibility to encourage moderate drinking. This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. 'Sunrise belongs to moderate drinkers' is a natural next step in our long term commitment to encouraging responsible consumption."

'Sunrise belongs to moderate drinkers', will be executed through the use of various online and offline media channels, with strong emphasis on social media. In the 85 second film 'The Sunrise', Heineken's legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead.

Cyril Charzat, senior director, global Heineken brand, added: "In the film, our 'man of the world' brings to life the powerful idea that there are no limits, when you know your limits. We want to show that enjoying Heineken in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences."