Heineken Annual Report online
The Addison agency have created Heineken's Annual Report for many years, but wanted to push the boundary creatively with this version.
A stronger audience involvement was suggested, which resulted in two concepts - treating the report as a blog written by a roving reporter who would 'travel the Heineken world' and report on their various successes. An associated app would allow anyone to upload their 'Heineken Moment' and share their experience of the Heineken brands.
Heineken eventually re-purposed some of the more progressive ideas into a traditional online report, moving them forward in their communications creatively whilst retaining their corporate integrity.