HEINEKEN
LIMITED EDITION
To mark the UEFA Euro 2020 season, Heineken released a collectible series of limited-edition bottles celebrating each participating nation. The design cleverly bypassed France’s strict Evin Law by using embroidered visual language instead of text-based claims—turning national pride into shareable, compliant branding.
PROJECT TYPE
Art Direction
Packaging
LOCATION
Europe
AGENCY
HOMERUN (formerly Rosbeef!)
CLIENT
Heineken
RESPONSIBILITIES
• Led concept development and visual direction
• Designed custom embroidered star motifs for each country
• Ensured compliance with alcohol advertising laws while maintaining strong brand impact
IMPACT
• Drove Heineken’s highest-ever UEFA social media engagement, generating over 25% of UEFA-related impressions and interactions
• Contributed to +19.6% global volume growth for Heineken® in H1 2021
• Supported an overall +9.6% organic beer volume growth across markets
• Helped fuel a 109% increase in operating profit for the period
