‘Social Networking Iconic OOH’ – Case Study
ABOUT THE WORK
Beer advertising has always been good at showing social moments. Groups of friends, shared drinks, a sense of togetherness. But in print, these often-become static images. Pictures of connection, rather than something that creates it.
At the same time, social media has reshaped how we understand connection. Livestreams, refreshes and group chats now live behind screens, replacing real interactions with something that often only looks like it.
Heineken beer has been social networking long before Silicon Valley got involved. Since 1873, in fact. This print series takes familiar social media behaviours and reimagines them as real-world moments, shifted from the screen onto the page. Ones you recognise, seen in a different way. The idea is immediate, but the medium allows it to be considered. The print pieces create space for the viewer to pause, take it in and make the connection for themselves.
Each execution is composed with restraint. Clean layouts, familiar brand cues and carefully framed moments create visuals that feel both recognisable and reinterpreted. By bringing the language of social media into a medium that invites closer attention, the work shifts connection back into something physical and shared. A reminder that some things are better experienced in real life.
CREDITS
Client/Brand: Heineken Beer
Brand Representative: Alexander Drake, Warrick Wyngaard, Bhavna Mistry, Kimberly Moyo
Agency: Le Pub Johannesburg
Chief Creative Officer: Pete Little
Executive Creative Director: Graeme Jenner
Creative Director: Harry Mackenzie, Clayton Swartz
Art Director: Jan van Biljon
Videographer: Jasyn Howes
Photographer: David Prior
Business and Account Management: Tarquin McKie, Catherine Nyabvure, Cebisa Mazoza
Delivery, Production and Project Management: Nicky Furno, Deniel Sauls
Editor: Brendon
Strategist: Kurt Jossie
Writer: Hamilton Zwane
Production Company: (Not an IDIDTHAT member)
*If your company collaborated on this project and you’re not featured, please contact [email protected] and we’ll help you become a member.
