Heineken the SUB

BEST Temporary / Pop Up Store at ITALIAN POPAI AWARD 2014

Heineken Italia entrusted Beyond the Line with the activities and the launch strategy of the new “THE SUB”, an innovative  home-drain method signed by Marc Newson. The activities were articulated in the creation of a Pop Up inside the Rinascente in Milan and subsequently, in a vast domination project around the main Italian cities (Milan, Rome, Florence,…) through the «In the House of …»: a project specially created by the agency as a strategic launch platform, involving  more than 100 top retailers but also entering the coolest and most open-minded private homes. BTL took care of all the Visual Identity, the study of ad hoc materials (Special Pack), the relationship activities, the organization of the main events, partnerships and activation methods.