Work

The Approach

We launched 'Heineken Collabs', partnering with Ireland's most culturally impressive hubs:

• Heartbreak Social Club (tattoo parlour)
• Nine Crows (vintage fashion)
• Square Coffee (artisanal coffee shops)
• Emporium (streetwear designers)

Each collaboration resulted in limited edition Heineken bottles or merchandise, blending Heineken's iconic branding with each partner's unique aesthetic.

The Output

• 300 limited edition bottles designed with each partner
• Exclusive Emporium x Heineken tees launched at Electric Picnic festival
• Surprise and delight activations at partner locations
• Digital content-driven campaign showcasing the collaborations

The Outcome

The campaign was a hit, delivering:

• 6.3+ million Instagram views
• 2,000+ engagements
• Packed events at all cultural hubs
• Massive queues of 100’s of people for limited edition tees at Electric Picnic and Emporium's store

Heineken Collabs successfully positioned the brand at the intersection of tradition and innovation, resonating with Gen Z's desire for authentic, community-driven experiences.

Speaking about the campaign, Mark Noble, Marketing Manager at Heineken Ireland said:

"Thinkhouse truly understood our ambition to connect with Gen Z in a meaningful way. Through Heineken Collabs, they brought our brand into the heart of Ireland’s most exciting cultural spaces, creating authentic moments that resonated deeply with our audience. The results speak for themselves – packed events, huge engagement, and Heineken bottles that became sought-after collector’s items. A standout campaign that blended creativity, community, and cultural relevance perfectly."