The Exchange Méndez & Co. Heineken
Heineken is a global brand. Its campaigns are adapted to markets all over the world. 2016’s global Christmas campaign had a special resonance with Puerto Rico, as it was starred by Puerto Rican actor Benicio del Toro, who appeared opening less-than-great gifts (except for Heineken) in the main TV spot.
Heineken created The Exchange, a promotional activation that invited everyone to come trade in their unwanted Christmas gifts for cold Heineken. A complete event and bar program organized parties and happy hours around the unwanted gift drop-off stations.
All of the collected gifts were sold off to raise money for a charity that protects an underprivileged community in Puerto Rico called Caño Martín Peña.
2017 Cúspide Awards
Outdoor / Shortlist