The new Heineken environmental program is not only a eco-friendly initiative but also an on-going, self-sustainable advertising campaign. The concept is simple – Heineken created a re-usable grocery bag called Heineken Green Bag which is made of the non-recyclable material from Heineken billboards.
Shortly after introducing these bags to the market, they became very fashionable and popular. The result is that every person going around with Heineken Green Bag became a walking environment friendly billboard for Heineken.
Advertising Agency: JWT, San Juan, Puerto Rico
Creative Director: Jaime Rosado
Copywriter: Jaime Rosado
Art Director: Johanna Santiago
Editor: Mizael Morales
Sound Engineer: Carlos Dávila