0.0 Barriers
Award: Shortlist
Shortlist / Integrated / Collaborative Campaigns / 2024
Imagine wanting to reach your vacation destination and getting stuck in the toll traffic. To make things worse, the temperature is almost 40 degrees hot. This is what many Brazilians face every summer. But Heineken found an unexpected solution to this problem: ice-cold beer.
That's right. Heineken turned every Heineken 0.0 beer into a payment method to open road tolls across Brazil during the whole summer. All drivers had to do was to present a Heineken 0.0 beer and get its barcode scanned.