Heineken is fortifying its ‘responsible drinking’ image with a new viral campaign, which helps us benevolant-boozers spot those problem-boozers, plus a chance to potentially humiliate our friends and tickle our voyeuristic funny-bones, all in one dapper package.
The campaign, developed by UK-based agency Red Brick Road, extends Heineken well-established ‘enjoy Heineken responsibly’ programme and is rather tongue-in-cheek, if nothing else, a solid five-minute attention grabber.
Called ‘Know The Signs’ the website puts the user at the helm of security centre in an unnamed bar, with a soft-spoken bar-owner as the omnipotent guide.
Users can control the security cameras aimed at a buzzing dancefloor, and pan in-and-out to spot the problem drinkers, or more pointedly the ‘signs’ that put these boozers one toe over the line, or a hand on the fanny of an unsuspecting blonde (see The Groper), with short films dedicated to the dark-spirals of the five types of bad drunks.
Spoiler alert, but the five classified are as follows: The Crier, The Sleeper, The Groper, The Fighter and everyone’s pants-dropping favourite, The Exhibitionist.
(Presumably The Puker was busy hugging the bog)
Once you’ve watched the offenders short film, it quickly rewinds to the point it all went wrong, and instead of taking one more delicious sip of Heineken, the boozer has their drink ripped out of their hand and replaced with a bottle of water, which they happy oblige. Uh, right, try that next time your out with your mates.
Best of all however, is the humiliating your friends bit, when the short film is finished, a title screen asks “Remind you of anyone?” complete with an “Embarrass Your Friend” button, to send via email.
Get a little trigger-happy with this however, and I’m afraid all your drinking buddies might begin mysteriously screening your Friday night calls.
All in all, it’s a good effort on the part of Red Brick Road, who were even kind enough to include a ‘cheat’ button, because the security camera controls can be a little tricky.
It is tough to actually spot the signs in a busy bar, leading me to reflect on my previous notion that bouncers are the IQ-equivalent a potted plant (like the one The Fighter manhandles during his trek to the dark side).
It’s a nice thought but likely a lost cause, the only solution Heineken really offers is to replace the unsuspecting drunk’s beer with some bottled water, which is pretty naïve. Or is it Evian? Can never remember.