Heineken Greenspace
Beer brands don’t normally do urban regeneration
Beer brands don’t normally do urban regeneration
A collaborative process
Heineken Greenspace was co-developed with young people in Valencia and a nationwide creative brief was issued across Spain asking young talent across the disciplines of music, film and design to articulate what the greenspace idea meant to them. Internationally renowned mentors from each discipline were then asked to select and develop the most inspiring projects for showcasing at the 7 day launch event which challenged all participants and performers to “Go Beyond”.
Heineken Greenspace continues to host hundreds of events, competitions and cultural showcases with the consistent generation of credible content being utilised by the brand across other media.