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Top 6: January 18th 2012
Experiential
Heineken: U-codeTop 6: January 18th 2012
Heineken wanted to introduce their new brand message: "Open Your World" during the Heineken Open'er Festival. Leo Burnett, Warsaw offered people a social tool, an icebreaker which will help them to open and to meet new people. They created the U-codes: QR code stickers which can carry people's personal messages about themselves. It turned out that scanning a U-code is a great excuse to approach someone new. In the end, thousands of people opened themselves and some of them even started new friendships.
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