Branded Entertainment

Heineken : Passport

One man's journey across Asia - using nothing but Heineken. 

The Brief

Heineken is known the world over for its quality and value. To prove this, Iris Singapore asked us to create an online branded entertainment series with an amazing story: one man hitchhiking 5,000 km from Inner Mongolia to Bangkok, with no money, no map - just bottles of Heineken.

The Work

Using our international casting network, we found Heineken's 'Man of the World' and then dropped him in the middle of nowhere. With a small shooting crew, we followed him on his incredible journey, over a period of 2 weeks, as he exchanged Heineken for rides, food, places to sleep... and even a lucky cat. The episodes were distributed via Facebook and targeted seeding. 

The Results

3.28 million views

300% increase in Facebook fans

$714,000 of earned media (inc. Wall Street Journal & BBC World service) 

6.39% increase in "Brand Worth Paying More For"


Gold: Entertainment & Branded Content - Singapore Creative Circle Awards 2013

Winner: Best Use of Digital - PR Week Awards Asia 2013

Digital Campaign of the Year - Singapore Advertising Hall of Fame 2013