Heidden in Plain Sight

Alcohol advertising is illegal in Malaysia, even on its US$335M/year outdoor ad scene. Even delivery trucks couldn’t show full logos. This made it tough for Heineken to stand out during Chinese New Year, the biggest beer sales season, against locally loved brands. Auspicious greetings are key to CNY, many featuring “Hei” (happiness in Cantonese). We cropped the "Hei" in our logo to complete greetings on delivery trucks, turning them into mobile posters-in-disguise. The campaign that started outdoors sparked conversations online and in the news, turning media restrictions into opportunities.