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Heineken: Heineken edge
Collaborator: Tatiyana Davari
Heineken Edge empowers modern men to earn their edge through small, real-world actions. The app delivers micro-challenges, mood check-ins, and social prompts that build confidence and connection, one edge at a time.
ooh
social
partnership
activation
QR codes unlock quick “Edge challenges” (e.g., compliment someone, chat with the bartender).
Interactive bar coasters
To find them, users scan their personal code at a city kiosk to reveal the location.
app extension
guerrilla
A motion-sensor mirror swaps your reflection for a comedian who playfully roasts you in real time. Some “bathroom attendants” are actually live comics doing quick bits with guests. Unexpected and bold, perfectly aligned with Heineken Edge’s silly tone.
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