Inspiring Relevant Marketing Campaigns - Heineken: ‘Open Your World’

The Heineken OYW Project aimed to establish their brand role as a motivator. They specifically wanted the Heineken brand to motivate men to go outside of their comfort zone so they could get the most out of the world in which they live.

The client goal: Determine what "openness" looks like for Millennial men.


The Agency Challenge

  • Recruit 11,000 lager aficionados over 8 countries and capture their view on “openness”.

  • Achieve representativeness.



Check out the full report to discover our key takeaways and insights.