Heineken: Formula 1 Las Vegas Grand Prix

In 2023, Heineken USA launched Heineken Silver: a light beer with a world-class taste. In the watered-down world of light beer, this was a game-changer.
The Las Vegas Grand Prix was the perfect stage to introduce this game-changing beer to America. For one weekend, all eyes were on Vegas. So we painted Vegas Silver, channeling the city’s iconic spirit of glitz and glamor. We kicked off the party by turning the Sphere into a giant 3D anamorphic disco ball, which then crumbled into millions of ice cubes that surrounded an ice-cold Silver can - using the world’s largest media space to make Silver unmissable on TV and across the city.
We took over the Las Vegas Strip with a show-stopping 3D anamorphic visual, contextually extending the buildings’ architecture into our ad, so that it felt like the entire city was becoming Silver-ed. We even took over other “ads.” We created a fake glamorous purse ad - the type found all over the Strip - where the model cannot resist reaching over in full 3D to grab a cold beer from the neighboring Heineken Silver billboard, shot in real life with motion capture cameras to appear as real as possible. We aimed to make Silver unmissable, and that’s exactly what we did. After all, what happens in Vegas stays in… beer drinkers’ heads nationwide.