2013 Winners & Shortlists

HEINEKEN UPSIDE DOWN BAR

Short List
Client/BrandSIROCCO
Product/ServiceHEINEKEN
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryENVIRONMENTAL DESIGN
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

Although the pouring system looks like just a novelty, it does bring real benefits to bar managers. The system pours every pint perfect and quickly which saves massive wastage and less time at the bar for consumers. However, this is not something that consumers care about or would find interesting. We needed to surprise people not just by the upside down pour but by the whole brand experience.

The Brief

Heineken always looks to innovate in the beer category. They launched a new pouring system that literally turned the pouring process on its head. The pints pour from the bottom, up! We needed to showcase this new innovation and bring a new brand experience to consumers at major events across the UAE.

How the final design was conceived

The Upside down pour system needed a suitable environment to showcase it. As we were going in bars for major events we knew we needed something more than just a display stand or simple bar. We decided the best way to do this was to design and install a fully upside down bar. Every detail was looked into. Even the glassware on the upside down tables were used as spot lights to highlight the upside down bar in all the venues.

Indication of how successful the outcome was in the market

The Heineken Upside Down Bar is a unique experience that gives people a fresh perspective and consistently draws the crowds at all the major events across the UAE. The innovative pouring system has saved thousands of litres of Heineken. And has helped increase volumes at all major events such as Euro2012, Dubai Rugby 7's and the Dubai Jazz Festival.

Credits

Name Company Position
Ben Knight OgilvyAction Creative Director
Christian Louzado OgilvyAction Designer
Logan Allanson OgilvyAction Art Director
Nick Walsh OgilvyAction Business Unit Director
Lisa Saunders OgilvyAction Associate Account Director
Ben Walker OgilvyAction Associate Account Director
Alex Saade OgilvyAction Junior Account Manager
James Bisset OgilyAction Other
Michael Widgery OgilvyAction Other