Insight

Because of the Loi Évin, Heineken cannot directly speak to French consumers in France.

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Big Idea

If we can’t talk to the French in France, let’s talk to them everywhere else.

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Concept

A print and outdoor campaign targeting French people abroad, in places where they travel, live, and move freely. From airports to city streets, Heineken speaks directly to them in French, outside the constraints of local regulations.

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Execution

A series of bold, French-written visuals placed in high-traffic international locations (USA, Spain, Germany, Canada…).

The campaign plays on cultural cues and humor familiar to French audiences, while remaining visually universal.

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The line “Beer is an international language” reinforces Heineken’s global identity making the campaign understandable even beyond its core target.

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