Heineken, known for a more clever brand of beer advertising, has created a billboard that carries that torch and does a great job getting people to take notice. Because this particular billboard is sometimes just a plain, old billboard, and "occasionally" as they say, it becomes much more than that.
On Aug 17th, for example, it transformed into a stage for the group TV on the Radio. What a cool experience for the band and the people gathering on the street. I love that the billboard is a little cryptic. It doesn't say, "Hey, see what's happening here next." It also does a terrific job of connecting a product and brand with the people without feeling forced or disingenuous. And certainly, if Heineken is trying fit into the "cool" space, this helps that cause.
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