Objective

Heineken, driven by its global ambition to “Brew a Better World,” needed a creative way to showcase its commitment to environmental stewardship, social sustainability, and responsible alcohol consumption. The brand sought to capture its evolution from a traditional beer brewery to a universal lifestyle brand, spotlighting the human side of its South African team in a fresh and engaging manner
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Services Rendered: Production, Marketing, Photography

Strategy

DarkMatter’s approach centred on producing a suite of headshots and lifestyle images that would not only reflect Heineken’s brand values but also celebrate the diversity and personality of its South African workforce. By focusing on authenticity, the imagery aimed to reinforce Heineken’s broader commitments and create an inspiring media presence that employees could proudly share.

Execution

DarkMatter conducted on-site photography sessions at Heineken’s head office and brewery.

The content included:

  • Company-Wide Headshots: Professional yet approachable portraits of team members, capturing individual identities within a unified brand aesthetic.
  • Lifestyle Imagery: Candid, upbeat scenes showing real-life interactions and workplace moments, underscoring Heineken’s vibrant culture.

These visuals were curated to align with Heineken’s “Brew a Better World” ethos, tying back to the company’s global mission and local team spirit.

Results

  • Stronger Brand Identity: The new images showcased Heineken as more than just a brewery, highlighting a forward-thinking lifestyle brand deeply invested in sustainablepractices and community well-being.

  • Enhanced Employee Engagement: Staff members readily embraced the fresh imagery, sharing it across personal and professional networks, amplifying the campaign’s reach.

Positive Media Presence: The cohesive visual narrative reinforced Heineken’s brand values, resonating with both internal teams and external audiences, and cementing its position as a socially responsible market leader
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