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As part of its ongoing push to connect people IRL beer needs to be consumed in person, after all Heineken is turning overlooked urban infrastructure into vibrant gathering spaces. In Seoul, the beer brand partnered with local culture-makers to transform unused rooftops into social venues, revealing their locations through satellite imagery marked with Heineken's red star. The activation included intimate performances from K-pop artist DINO of SEVENTEEN, a workshop with contemporary artist Cha Inchul, and an interactive culinary experience with chef Cho SeoHyeoung. Aerial photographer Tom Hegen documented the transformation from above.New research commissioned by the beer brand reveals that 57% of city dwellers across London, Seoul, Tokyo, New York, Paris and Sydney frequently experience loneliness, despite residing in densely populated areas. In Seoul specifically, 53% of residents say their city prioritizes productivity over social connection, and 37% report insufficient social spaces. Yet when viewed from above, Seoul possesses one of the world's highest proportions of flat rooftop space much of it painted green and sitting unused. By challenging Seoulites to track down these transformed venues, Heineken created both a treasure hunt and a proof of concept for reimagining urban infrastructure. (Related: Architects compile a catalogue of ideas for rooftops.)
Category:
Marketing and Advertising
In the former textile hub of Roubaix, northern France, a new school just opened. VEJA, the French sneaker brand known for its transparent supply chains, has opened L'École de la Réparation. This vocational academy pays twenty students a minimum wage for ten months of intensive training in design, cobblery and textile repair in-demand skills in a country that reimburses consumers for getting items fixed instead of buying new ones.The project stems from a decade-long partnership between VEJA co-founder Sébastien Kopp and Stéphanie Calvino, founder of the Anti_Fashion Project collective. Since 2015, the pair have been placing young people from disadvantaged backgrounds into roles at VEJA's shops and workshops. Their latest venture takes that commitment further: students are paid a salary while taking 1,400 hours of coursework across thirty-five-hour weeks. Thirty fashion brands have already signed on as partners and sponsors.TREND BITETraditional CSR often treats social problems as external issues requiring charitable intervention. L'École de la Réparation demonstrates how brands can instead build systems that create value for all stakeholders. By paying students while training them in increasingly valuable repair skills, Veja has developed a model that simultaneously addresses youth unemployment, environmental waste and skills shortages.As consumers increasingly scrutinize corporate purpose claims, initiatives that redistribute resources and create lasting infrastructure are likely to resonate more deeply than surface-level campaigns or token donations. And that goes double for Gen Z, speaking to their intersectional view of sustainability: environment + social equity + personal empowerment.Viewed through a wider lens, repair is a cultural metaphor. We live in a time of fractured politics, social inequality and climate anxiety. A brand championing the art of repair taps into a deep emotional desire: if we can fix shoes, maybe we can fix bigger systems, too.
Category:
Marketing and Advertising
SMB decision-makers say their biggest current marketing challenge is not knowing what's working, according to recent research. Read the full article at MarketingProfs
Category:
Marketing and Advertising
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