・work・Heineken 0.0
Racing Toward Responsibility
Heineken wanted to amplify its global message of responsible consumption—"When You Drive, Never Drink"—by tapping into the world of virtual racing. Partnering with F1 champion Max Verstappen, the challenge was to create a scalable and immersive digital experience that engaged fans while reinforcing Heineken's commitment to safety.
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Project overview
Heineken sought to translate its responsible consumption message into an engaging format that resonated with a broad audience. The goal was to build a competitive, mobile-first racing game that blended brand storytelling with immersive gameplay while serving as the qualifying platform for the final Player 0.0 tournament in Spain. This ensured scalability across multiple global markets while staying true to Heineken’s core values.
big idea
Inspired by Heineken's "When You Drive, Never Drink" campaign, we developed a vibrant obstacle racing game. Players navigated a dynamic cityscape at night, avoiding obstacles to race as far as possible without crashing. The game’s increasing difficulty mirrored the responsibility and skill required for safe driving, aligning seamlessly with Heineken’s brand message.
Results
The mobile-first racing game proved to be a record-breaking success. Launched in key markets like Spain, Australia, Ecuador, Ireland, and Poland, the game captivated audiences with its localized elements and competitive leaderboard. With hundreds of thousands of players and an average session time of 4 minutes, the campaign delivered exceptional engagement while solidifying Heineken's leadership in impactful digital marketing.
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