2025
Heineken 0.0
Integrated Digital Campaign
Beverage
0.0 Regrets. 100% You.
Heineken 0.0 entered a category where the product was already accepted, but the social perception around it still felt uncomfortable. Choosing a non-alcoholic beer was often seen as something people needed to explain.
This campaign was created to shift that perception and position Heineken 0.0 as a confident social choice for modern drinkers.
Idea & Approach
Instead of talking about responsibility, moderation, or functional benefits, the campaign focused on the emotional tension people experience in social situations when they choose not to drink alcohol.
The idea was built around turning “0.0” into a storytelling device.
0.0 Judgement.
0.0 Regrets.
0.0 Awkwardness.
Each line reframed a familiar social pressure into a confident and relatable statement. The visual approach stayed minimal, bold, and socially native while using Heineken’s brand assets in a more contemporary way to make the campaign feel culturally relevant and instantly recognizable across platforms.
Execution
The campaign was developed as a social-first digital campaign with extensions across OOH and print-inspired formats.
A consistent visual system was created using the circular green framing device inspired by the “0.0” identity itself. This became the campaign’s core design language across every asset.
The rollout included:
social media creatives
digital ad formats
outdoor billboards
static storytelling assets
campaign mockups for urban placements and nightlife environments
The system-based approach allowed multiple relatable narratives to live under one unified campaign identity.
Outcome
The campaign helped reposition Heineken 0.0 from being perceived as a substitute product to a socially confident lifestyle choice.
By focusing on human behaviour instead of product education, the campaign created stronger cultural relevance among younger urban audiences and opened up a more modern conversation around non-alcoholic drinking.
The flexible campaign system also allowed the idea to scale naturally across social content, outdoor media, and future brand storytelling while maintaining strong visual consistency and brand recall.
More Works
©2026
2025
Heineken 0.0
Integrated Digital Campaign
Beverage
0.0 Regrets. 100% You.
Heineken 0.0 entered a category where the product was already accepted, but the social perception around it still felt uncomfortable. Choosing a non-alcoholic beer was often seen as something people needed to explain.
This campaign was created to shift that perception and position Heineken 0.0 as a confident social choice for modern drinkers.
Idea & Approach
Instead of talking about responsibility, moderation, or functional benefits, the campaign focused on the emotional tension people experience in social situations when they choose not to drink alcohol.
The idea was built around turning “0.0” into a storytelling device.
0.0 Judgement.
0.0 Regrets.
0.0 Awkwardness.
Each line reframed a familiar social pressure into a confident and relatable statement. The visual approach stayed minimal, bold, and socially native while using Heineken’s brand assets in a more contemporary way to make the campaign feel culturally relevant and instantly recognizable across platforms.
Execution
The campaign was developed as a social-first digital campaign with extensions across OOH and print-inspired formats.
A consistent visual system was created using the circular green framing device inspired by the “0.0” identity itself. This became the campaign’s core design language across every asset.
The rollout included:
social media creatives
digital ad formats
outdoor billboards
static storytelling assets
campaign mockups for urban placements and nightlife environments
The system-based approach allowed multiple relatable narratives to live under one unified campaign identity.
Outcome
The campaign helped reposition Heineken 0.0 from being perceived as a substitute product to a socially confident lifestyle choice.
By focusing on human behaviour instead of product education, the campaign created stronger cultural relevance among younger urban audiences and opened up a more modern conversation around non-alcoholic drinking.
The flexible campaign system also allowed the idea to scale naturally across social content, outdoor media, and future brand storytelling while maintaining strong visual consistency and brand recall.
More Works
©2026
2025
Heineken 0.0
Integrated Digital Campaign
Beverage
0.0 Regrets. 100% You.
Heineken 0.0 entered a category where the product was already accepted, but the social perception around it still felt uncomfortable. Choosing a non-alcoholic beer was often seen as something people needed to explain.
This campaign was created to shift that perception and position Heineken 0.0 as a confident social choice for modern drinkers.
Idea & Approach
Instead of talking about responsibility, moderation, or functional benefits, the campaign focused on the emotional tension people experience in social situations when they choose not to drink alcohol.
The idea was built around turning “0.0” into a storytelling device.
0.0 Judgement.
0.0 Regrets.
0.0 Awkwardness.
Each line reframed a familiar social pressure into a confident and relatable statement. The visual approach stayed minimal, bold, and socially native while using Heineken’s brand assets in a more contemporary way to make the campaign feel culturally relevant and instantly recognizable across platforms.
Execution
The campaign was developed as a social-first digital campaign with extensions across OOH and print-inspired formats.
A consistent visual system was created using the circular green framing device inspired by the “0.0” identity itself. This became the campaign’s core design language across every asset.
The rollout included:
social media creatives
digital ad formats
outdoor billboards
static storytelling assets
campaign mockups for urban placements and nightlife environments
The system-based approach allowed multiple relatable narratives to live under one unified campaign identity.
Outcome
The campaign helped reposition Heineken 0.0 from being perceived as a substitute product to a socially confident lifestyle choice.
By focusing on human behaviour instead of product education, the campaign created stronger cultural relevance among younger urban audiences and opened up a more modern conversation around non-alcoholic drinking.
The flexible campaign system also allowed the idea to scale naturally across social content, outdoor media, and future brand storytelling while maintaining strong visual consistency and brand recall.
More Works
©2026