Heineken celebrates beer-adjacent activities

Created by Le Pub/Milan, with a film, Forgotten Beers, directed by Alex Feil through Tempomedia, this bold and unusual campaign for Heineken posits the idea that "the best part of having a beer, isn't the beer".

There is the attendant football watching, greeting mates, flirting and occasionally, on a lucky night, a spot of snogging – activities that can often result in the actual glass of booze finding itself undrunk and very much on the party periphery. 

The ad is part of a wider social media strategy involving micro-influencers, meme creators and social comedians to create a wide variety of UGC that embraces the brand’s message.