Where some people see a crate, Dutch people see opportunities. That’s why in the Netherlands, a crate isn’t just a crate, it’s an icon of Dutch culture. And it has been for more than a century now. Why? Though originally intended as a beer-carrying device, over the years the Heineken crate has evolved into a symbol of Dutch creativity and pragmatism. Yes, we’re talking about your crate coffee table here. As well as your crate planters, bike trunks, design chairs, swimming pools, and more. So much more… Yes, the Dutch are full of crate ideas!
To celebrate Heineken’s role in Dutch heritage and act like a true local in their home market, we tapped into this mindset and created the first ever beer campaign to hero the mighty crate in its many guises and show how the Dutch change the world on a crate. We then invited people to help us celebrate Dutch inventiveness with the crate inventions that hold a special place in their hearts and homes.
Oh, and as there’s one word that summarizes this Dutch spirit, we brought back the beloved Biertje? Because there’s nothing like a good beer to see the world with fresh perspective and make a bit of fun of ourselves. So… biertje?
Creative Agency: Cloudfactory
Campaign concept collab’: with Publicis
Script collab’: with Jeroen Weghs and Jeroen Annokkee
Production Company: Bucky
Director: Jeroen Annokkee
Director of Photography: Robbie van Brussel
Producer: Pum Buisman
Line Production: Roos Blank
Editor: Marc Bechtold (Kapsalon)
Sound Designer/Mixer: Rens Pluijm
Audio Post & Music company: Ambassadors, Amsterdam
Composer / Title: Joep Meijburg
Post production: Flame Laurens Orij (Crabsalad)
VFX: Ton Habraken