Heineken Greenspace

Beer brands don’t normally do urban regeneration

As a brand wanting to bring it’s new “Go Beyond” brand philosophy to life, we wanted to go beyond traditional marketing programs.  The urban planning idea of city “green spaces” being social spaces within cities was a perfect compliment to bringing the world and personality of Heineken to life.  Heineken Greenspace was born–a public/private partnership designed to leave a legacy.

Together with the city of Valencia, we set out to breathe new life into 3 disused grain warehouses and turn them into a a permanent destination for young talent to showcase their skills across film, design, music and other cultural content. A 10 year partnership with the city gave a needed kick-start to the redevelopment of an area designated by the city for revitalization.

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.

Making the ‘smarter’ world more human.

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