“How to present Heineken as a global Amsterdam brand?” is probably what the briefing asked. And then Tribal DDB conceived this very sympathetic idea; two ‘regular guys’ have to meet 194 nationalities, in 14 days, in 1 city. Makes the brand more personal, without losing its global aspirations. As we speak, Barnaby Slater and Mick Johan (from the UK and the Netherlands) only have about 3 days left, and still 94 nationalities to go. So you’d guess they are not going to make it. But that doesn’t matter because as the Facebook page shows, it is all about the experience of meeting so many different people with so many different backgrounds. The only thing that bothered us is that the UX design of the Facebook page is not ideal (partly due to Facebook’s restrictions) – e.g. a wider page with more clickable thumbnails, directly visible, would have worked better. But that’s a detail, we love the idea. Created by Tribal DDB and directed by Sam de Jong from production company 100% Halal.