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A campaign that got millennials to finally read a sustainability report

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Heineken | You’re not gonna read this


Heineken USA recognised that sustainability reports have become check-boxes meant to give boards and investors peace of mind. They also knew that consumers, while expecting brands to operate sustainably, would rather do just about anything than read a sustainability report. But they had bigger dreams for theirs; they wanted consumers to see that the brand actually used resources responsibly.


We took that brief and spun a concept that poked fun at how painful the idea of reading a sustainability report is to us ethically-obsessed yet attention-less millennial beer drinkers. Rather than try to convince consumers to read the report as it is, we challenged their hesitation to a game of “would you rather’s”. We optimised it for mobile and made the user interface feel like a text message exchange.


The campaign garnered more than 13x the views their 2015 sustainability report did, over 900,000 impressions on social, and a write-up on the front page of Sustainable Brands. It was their second best performing CSR campaign in cost per true engagement.

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