Heineken: The Pride of Amsterdam

Heineken: The Pride of Amsterdam is a self-initiated project with the idea to bring Heineken to the heart of the Amsterdam Pride event and to show their support for the global LGBTQ+ community within this celebration.

We designed a series of six limited-edition bottles, each a colour of the Pride flag and with a corresponding continent, showing the international reach of the Pride community. We replaced the iconic red star of the Heineken logo with the Pride flag, showing the commitment Heineken would make to the campaign.

Across the Pride event, the hashtag: #PRIDEOFAMSTERDAM could be used to gain traction of Heineken’s involvement, sharing images of the eye-catching bottles with Heineken donating profits to LGBTQ+ charities.

We pitched this project to Heineken executives and although receiving keen interest, they chose not to run with it due to internal marketing and international discussions.

Ellis Sargeant-Long ︎︎︎