Amsterdam, 7th December 2012: Heineken® marks its 140-year anniversary with the launch of a spectacular light installation and is inviting people across the globe to connect in celebration in a fun and groundbreaking way. It has illuminated its spiritual home at the Heineken Experience in Amsterdam with five thousand iconic green Heineken bottles, each carrying an LED light inside to create a digital video screen like never seen before, starring its millions of fans around the world.
The innovative exhibit will stand tall outside the building from December 7th 2012 - January 3rd 2013 - the first ever installation of its kind of this scale, celebrating Heineken's inventive spirit. As part of an open global party people are invited to share their own celebration messages through the power of Facebook which light up in a dynamic animated showcase, alongside bold visuals inspired by the brand's iconic evolution.
Cyril Charzat, Senior Director, Global Heineken Brand at HEINEKEN said: "Heineken's® proud to celebrate its 140th anniversary - not by dwelling on history but by reaching out to the world and inviting everybody to join in, just as we have been connecting people since we first launched.
He added: "Heineken has the mindset of an explorer - always looking forward and progressing and it is this quality that has made it such an iconic brand. We are always seeking new and exciting ways to engaging with our consumers around the world, igniting the conversation and tapping into their lives."
To help Heineken celebrate its 140th year, people are invited to share a personal celebration message and a picture of themselves via a dedicated tab on Heineken's Facebook page. This will form part of a dynamic animated dance sequence bringing the party to life on the bottle wall and ensuring that while the installation takes place in Heineken's native home Amsterdam, fans can still dance the night away in an exciting global celebration to mark a landmark in the brand's history.
For more information or to take part: www.heineken.com/celebratewithheineken
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Notes to editors:
The interactive bottle wall forms part of the 'Amsterdam Light Festival' - a festive celebration of light taking place across the city of Amsterdam in The Netherlands: http://www.amsterdamlightfestival.com/en/
Photo Caption:
Heineken® celebrates being '140 years young' with launch of spectacular social bottle installation at its iconic home
Created from 5,000 iconic Heineken bottles the LED-lit exhibit will stand tall outside the Heineken Experience in the centre of Amsterdam, December 7th 2012 - January 3rd 2013. As part of an open global party people are invited to share their own celebration messages through Heineken's Facebook page.
About Heineken:
The Heineken brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand. Additional information is available on www.heineken.com and www.heinekeninternational.com/presscentre.
Press enquiries:
Marnie Kontovraki
Heineken Brand Consumer PR Officer
Tel: + 31 (0) 20 52 39 355
Marnie.Kontovraki@heineken.com
