A guy takes his dog for a drive. He bends to grab something from the car floor, giving the impression that the dog is driving. A couple, drinking Heineken at an outdoor cafe, witness the scene. They decide that if they are seeing weird things, it has to be the peanuts, not the beer.

A plastic bag holding a 94cm x 56cm sheet of giftwrap with Heineken iconography was inserted in a major newspaper.

Incalculable, as the Heineken paper was used all over the country to wrap gifts, and each gift became an ad for Heineken during the most important season of the year.