Bar Experience
Award: Wood Pencil
Wood Pencil / Direct / Integrated / 2024
Award: Shortlist
Shortlist / Experiential / B2B Activations
Award: Shortlist
Shortlist / Creative Transformation / Culture
Award: Shortlist
Shortlist / Creative Transformation / Operations
Award: Shortlist
Shortlist / PR / B2B
The idea was brought to life through an on-trade platform and an integrated campaign in collaboration with other large companies that depend directly or indirectly on the hospitality industry. First,show how working in bars is good for their careers.Then Heineken will consider bar experience as a mandatory skill in the hiring process.The Heineken Company is one of the most attractive employers in Europe.So it had the power and the credibility to turn bar jobs into the kick-start of a bigger career,to help bars overcome staff shortage