Collaboration, Experiential, Digital Campaign
The vintage merch collection that reimagined 150 years of good times.
As Heineken® turned 150, it was the perfect opportunity for the brand to talk about its heritage and history of good times. But in Singapore, a country that’s only a few decades old, how do you celebrate 150 years of good times you weren’t part of? Easy, you make your own version of history.
Tapping into Gen-Z’s insatiable appetite for vintage merch, we joined forces with Singapore's own fashion icons, The Salvages, revered for their modern spins on classic rock tees. Together, we reconstructed an exclusive collection of vintage t-shirts, crafted from Heineken's treasure trove of archival imagery, and updated them to include Singapore specific references and iconography, making Heineken’s history of good times, our own.
To elevate the collection, each shirt was shrink-pressed and presented in a custom-designed Heineken 150 commemorative can. And for our launch party, we served up these fresh new designs in the coolest way possible, with our own vintage refrigerators.
The collection became an immediate hit, driving buzz online amongst fashion influencers and garnering attention in leading publications such as Hypebeast and Esquire, thereby solidifying Heineken's position as a brand that not only celebrates history but shapes it.