Heineken: Bar Experience

Shortlist Award

Bar Experience

Heineken

Netherlands

2025

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Entrant Company

LePub

Entry Type

Business to Business

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Strategy

Category

Creative Strategy

Heineken turns bar jobs into the kick-start of a bigger career, to help bars overcome staff shortage. The idea was brought to life through a HORECA platform and an integrated campaign in collaboration with other big brands, meant to promote hiring staff as future bar employees, and show how working in bars is good for their careers. In other words: If you want to work at the Heineken company, start working in a bar. To give a better image to bar work and invite young people to go work behind the counter, we turned bar backdoors into front doors of the Heineken Headquarters, then we used Heineken top managers and employees as influencers and finally we officially qualified bar work as a real Linkedin skills that allowed young people to convert their experience behind the counter into something to be proud of, but most importantly into a way to get hired by Heineken for a corporate job.

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Credits

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