Small Acts Make a Big Difference
For Outside Lands 2019, Heineken didn’t just capitalize on its green bottles – they actually went green for the music festival. Based in San Francisco, Outside Lands is a big player in the Bay Area’s green movement, an area recently and repeatedly hit by forest fires. TracyLocke knew Heineken had the opportunity to take environmental sustainability to the next level. We found and partnered with the nonprofit One Tree Planted to ask shoppers to help regrow Northern California’s forests one tree at a time. With engaging point of sale, unique giveaway pieces, and dynamic displays, consumers stepped up to donate $1 to plant one tree.
Agency: Tracylocke
Role: Art Direction
Client: Heineken/Outside Lands
Creative Direction: Alex Munoz, Chris Nazzaro, Rebecca Hawley
The program was a huge success, with consumers’ small acts making a big difference across California. We experienced overwhelming support statewide, including a mandated chain program and secured sampling events. In the end, Heineken matched donations up to $25k, leading to over 47,500 trees being planted in California, and best of all, our initiative will continue into 2020.
