M_Lab’s Post

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

I recently stumbled upon Heineken’s Boring Phone campaign — a clever take on how indispensable our phones have become in daily life. How often do we find ourselves at concerts or events, experiencing it through the small screens in our hands rather than being in the moment? 🌅 📲 As our entertainment and social habits evolve, Heineken offers a refreshing perspective on how technology impacts our ability to stay present. Their Boring Phone—a minimalist phone designed to do... well, not much— takes us back to basics. No notifications, no distractions—just pure, undivided attention for those around us. Our relationship with screens has become a double-edged sword. While they connect us, entertain us, and build communities, they also pull us away from the real-life moments right in front of us. Heineken’s campaign is a reminder of how valuable in-person interactions are—and how sometimes, the best connection doesn’t require Wi-Fi. As we move forward, finding a balance between digital and physical worlds will be essential. It’s exciting to see brands like The HEINEKEN Company encourage us to unplug, be present, and remember the simplicity of face-to-face connections. What are your thoughts on digital detoxing in today’s world?

The Coca-Cola Company 's "It's Magic When the World Comes Together" is a masterstroke in Olympic advertising. This campaign not only captures the spirit of unity but also reinforces Coca-Cola's global brand identity. 🥇 For agencies, there's a lot to unpack here: the power of emotional storytelling, the importance of cultural relevance, and the art of aligning brand values with a global event. Watch the ad here ⬇️ #CocaCola #Paris2024 #Olympics #Marketing #BrandBuilding #Advertising

🚫“Can you stop filming me? Because I’m really here in real life.” 🚫 📱 Can QR codes actually make us put our phones down to live in the moment? 🧐 As someone working with brands to rethink how QR codes can push boundaries, I see this as a glimpse of what’s possible. But what if QR codes could take this concept even further? It sounds ironic, but campaigns like The HEINEKEN Company’s prove it’s possible. 🌟 At the Silver Live Out Festival in Mexico and the Amsterdam Dance Event, they used hidden messages—only visible through smartphone cameras—to deliver a powerful challenge: put your phone away and truly live the now. Having worked at Heineken, I can personally attest to how this brand has consistently taught me valuable lessons—ones I carry with me even today. From its innovative campaigns to its ability to connect with people worldwide, Heineken continues to inspire me. And yes, it’s probably why I still love every beer in the group. 🍺 This campaign is yet another example of how it leads by example, teaching us through action. Here’s the opportunity: 🔗 Interactive Engagement: Imagine QR codes unlocking exclusive content or rewards after the event—keeping you focused during the moment. 📊 Data & Insights: Every scan fuels deeper understanding of audience behaviors and preferences, empowering smarter strategies. 🌐 Dynamic Adaptability: Standards like Digital Link enable QR codes to adapt in real time, delivering tailored experiences based on location, time, or audience type. Could QR codes redefine what it means to be present? 📹 Want to see how Heineken pulled it off? Check out the video showcasing their innovative Hidden Message campaign: https://lnkd.in/d7yfYFck #Innovation #QRcodes #CreativeMarketing #BrandExperience

Remember the Macarena? 🕺💃 Back in 2002, Heineken took this iconic dance and gave it a twist that still has people talking. The energy, the nostalgia, the sense of fun—it’s all there. This ad was more than just a commercial; it was a moment 💫 . Heineken tapped into nostalgia, showing how simple joys unite us. What’s your favorite ad that still sticks with you? Let’s talk about the power of nostalgia in marketing. 🍻 #branding #advertising #nostalgia #marketing

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

the best way to bridge political divides, make people consider different points of view, etc. - make them watch this ad. did it increase sales in the short term? probably. maybe not as much as a price promo though. should the price promo have been executed instead and the hassle of making this avoided?

Benefit by Embracing Wellbeing Although the Low and No Alcohol category represents just 1% of the on-trade market, the majority of UK adults are now moderating how much they drink. Reports suggest one-in-three pub visits do not now include alcohol. Every indication is the future for the 'No and Low Alcohol' category is very bright. Research shows that for a quarter of consumers the default option when not drinking is to turn to tap water. Data provided by KAM in their 'No + Low Report 2023' suggests this represented £800m in missed sales for the on-trade. With a growing awareness of physical and mental health combining with the need for us all to moderate our spending, consumers are finding it increasingly difficult to justify drinking for the sake of it. Is your business embracing the change?

#Dooh-better… Here is a great example of just that. We took an existing asset of a creative, beautifully stylized with Cuban hazy notes and cool environments—a true classic for the brand. Give it to us, and we elevate it. We drive the attention to the message, a perfect example of adding ad-tech to your existing #campaign. We didn’t mess with it or change its narrative; we just got people looking at it. That’s ad-tech, and that simply is #3rock. #AdTech #dooh #DigitalMarketing #ProgrammaticAdvertising #3DAdvertising #AttentionEconomy #InnovationInAdvertising #MarketingInnovation #OOHAdvertising #CreativeTech #3rock #3rockar #3rockglobal #aradvertising #3Ddooh #webar #playdooh #advertising #ooh https://lnkd.in/eycBjRrZ