Insight

Heineken can't communicate with the French public because of the Évin Law.

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Big Idea

Heineken launches a print campaign targeting French people abroad,

so that we can finally speak to them freely.

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How does it work?

Through a poster campaign displayed wherever French people go on vacation

and are expatriates (USA, Germany, Spain, Canada...) Heineken speaks to French people, in French, in airports and on the streets.

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#BeerIsAnInternationalLanguage helps reinforce Heineken's positioning

as the world's number 1 beer, and helps local people understand the spirit

of the campaign without even needing to understand its content.

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