Tuesday, 2 January 2007

Heineken Greenspace

From Most Contagious 2006:

"Although it launched at the end of 2005, Heineken’s Greenspace is the event that continues to give into 2006. The launch event was the culmination of an urban regeneration project of disused warehouses undertaken by Heineken in Valencia, Spain, overseen by creativedirectors Adrian Caddy and Mike Kettles. Following the festival Greenspace was handed back to the city and the space has continued to play host to concerts and is available for locals to develop creative ideas, supporting art, design and film. Further events in the series are planned. Walter Drenth, Heineken’s Global Marketing Communications Manager, believes Greenspace has ‘delivered beyond expectations’ with their aim for a sustainable space for social interaction. Rem Koolhaas who helped launch the project sees it as ‘fresh, really representing corporate generosity’. Keep an eye on this fusion of CSR and patronage of the arts. Heineken, after all, is a brand that now eschews TV advertising altogether in the UK."

See below for an example of a youtube video of Marsha in concert on youtube. See how Heineken is in the background the whole time.

It's a good example of an alcohol brand pushing it's CSR credentials and of owning a colour - as Grolsch do with the Green Light District.


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