Heineken - Driver's Fridge

  • Fred Corazza

To launch its 0% alcohol beer in Singapore, Heineken faced an interesting challenge: convincing people from one of the strictest countries in the world that now they can have a beer before driving. So, we created the driver’s fridge. A beer fridge, built with the same technology of the modern car doors, that can only be opened by car keys. In other words, if you wanted to try the new Heineken 0.0 you had to be driving.