Heineken rolls out responsible drinking digital campaign

Heineken has launched a digital campaign about responsible drinking in the run-up to Christmas, as part of its wider global 'Open Your World' campaign.

Heineken has created a video, 'Sunrise belongs to moderate drinkers', which it is airing on its YouTube Channel, Facebook page and brand website, and is also promoting it on social media.

The video, created by Publicis International, features Heineken’s “legendary hero” character at a party, taking advantage of all the opportunities the night offers and opting to drink water rather than beer.

It closes with him watching a sunrise with DJ Audrey Napoleon, playing an exclusive track.

To coincide with the rollout of the video, Heineken has launched a Facebook app, created by AKQA, which maps the best places to enjoy sunrises in four cities – London, San Francisco, Ho Chi Minh City and Rio de Janeiro.

Prior to this, Heineken placed sofas in these cities in the best position to see the sunrise, and encouraged consumers to post pictures of themselves enjoying the sunrise to its Facebook page.