Heineken Contest: The Dream Island
Heineken has launched “The Dream Island” campaign, an innovative approach to inspire people to open their world and realize their unfulfilled dreams.
It’s easy to have a dream, and it’s even easier for that dream to remain only a dream. Heineken wanted to inspire a select few individuals by running a contest to win a trip to a magical dream island with its The Dream Island campaign which was advertised on Youtube before.
The YouTube spot shows consumers of the drink in a bar speaking about their dreams, with a tagline that states: “Most dreams never leave the bar.”
Heineken’s “Dream Island” film follows the brand’s attempt to make dreams a reality. As part of the contest, they asked people what their dreams are. They have never lived for a chance to take a trip to the Heineken dream island. Winners had a nice vacation to this dream island only to live adventure of their life.
The film captures the journey of six consumers around the world who have been given the opportunity to fulfil their abandoned dreams such as Ljsbrand and Anna from Holland who repair an abandoned sailboat and set off to travel the world.
Gianluca Di Tondo, global senior director for Heineken Brand says;
It is a human truth that we talk about aspirations in life, but many fail to act upon it. For us, this film is our opportunity to deliver that powerful message and inspire people to be courageous and aspirational in their everyday life. By helping these consumers realise and fulfil their dreams, we hope to send a clear message that it’s never too late for dreams to leave the bar and be fulfilled.
The campaign was created by Publicis Italy. #TheDreamIsland hashtag was used for social media engagement.