March 2009
Leo Burnett Bangkok has won the Gold Out of Home Award from the Advertising Association of Thailand, for their Heineken GreenSpace Beer Park 2008 installation, ‘The Heineken Directional Sign.’
As an evolution of the existing GreenSpace Beer Park, Heineken has moved their beer park to the roof top of Central World Building, right at the heart of Bangkok. An eye-catching installation art of green men climbing over each other to form a Heineken bottle shape, points to the Heineken Beer Park on the roof top to draw attention to its new location.
As a result, Heineken fans and other beer drinkers were immediately aware of the new location of the beer park. Elevated above other beer brands which keep working on ground level, the park was packed throughout the festive period.
As word spread, the installation itself also became a hot topic and a must-see for all beer drinkers passing by Bangkok.
Said Somkiat Larptanunchaiwong, GM, Leo Burnett / Arc Worldwide Bangkok, “Utilizing the strongest identity of Heineken Beer; the green bottle with red star, it’s just a perfect touch to capture the attention of the public, and remind them of the superior experience Heineken always provides.”
“It was the right decision to shift our beer park to the roof top. Moreover, the installation art is a smart way to make use of our strong brand identity and create an innovative marketing tool,” Asawin Rojmethatawee, Senior Brand Manager, Heineken said.
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