The Ads That You Can Kick" is the campaign that creates an outdoor experiential activity targeting our intended audience, including sneakerheads and collectors alike, who make up our target group. This enables them to showcase the shoes they are wearing and provides them with an enjoyable experience by simply kicking our posters

In Thailand, Advertising Alcoholic Beverages is Illegal. Consequently, Heineken Silver Thailand has Introduced a New Fashion Brand, 'Heineken Experience Silver,' to Act as a Representative for Advertising. Given the Widespread Culture of Street Fashion and the Substantial Community of Sneakerheads in Thailand, the Launch Incorporates the Heinekick Shoes, Designed by the creative agency, as a Key Element of the Campaign. (Note: In Thailand, We Are Limited to Obtaining Only 1 Pair).

The Ads That You Can Kick is a Campaign That Organizes an Outdoor Poster Experiential Activity Targeting Our Intended Audience, Which Includes Both Sneakerheads and Collectors—Comprising Our Primary Demographic. Street Posters Are Placed Throughout the Fashion Areas of Bangkok. This Initiative Allows Them to Showcase the Shoes They Are Wearing and Provides an Enjoyable Experience Simply by Kicking Our Posters.

"Heinekicks" is a sneaker concept developed by the creative agency and expertly crafted by the renowned shoemaker Dominic Ciambrone from The Shoe Surgeon. With just 32 pairs in existence worldwide, this remarkable sneaker has become an exclusive must-have for sneaker enthusiasts and collectors alike.

"Heineken Experience Silver" is a fashion brand in Thailand that imported only one pair into the country, in size 9 US. Now the question is, how can we locate the right individual to become the owner of this one-of-a-kind pair of Heinekicks?

New brand Heineken Experience Silver achieves a 325% increase in awareness

and media value worth 3 million baht.

The culture of old-fashioned thinking in Thailand is 'feet' representing something low, not to be raised high or touched by anything, considered uncouth. However, we want to show that this mindset is outdated because the target audience of the brand is the new generation. Therefore, stepping on our advertisement with 'feet' represents the brand's message of breaking through.

We created posters to measure shoe size 9 US and placed them throughout the city at 5 locations: Ari, Phaya Thai, Ratchathewi, Mochit, and Ekkamai. Designing posters using the most basic material—paper—and encouraging people to step on them aligns perfectly with the street fashion subculture. All you have to do is kick to measure, take a picture, and share it on social media. If the size is correct, you have a chance to win this pair of Heinekicks.