The Ads That You Can Kick" is the campaign that directly targets our intended audience, including sneakerheads and collectors alike, who are our target group. This allows them to showcase the shoes they wear and makes it easy for them to have fun by simply kicking onto 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 Publicis Le Pub/BBH, as a Key Element of the Campaign. (Note: In Thailand, We Are Limited to Obtaining Only 1 Pair).

"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?

"THE ADS THAT YOU CAN KICK" The idea is to find the Cinderella fit for these sneakers; only those whose foot size matches perfectly will have a chance to own them. So, we created an advertisement encouraging everyone to kick and measure their foot size. It's a simple process - just place your foot on the foot sizer, and if it fits, snap a photo and share it on social media for a chance to win this ultimate limited edition pair of sneakers.

We are devising a strategy to engage our target audience, including sneakerheads and collectors alike, in our campaign. We believe that individuals in these groups enjoy showcasing the shoes they wear on social media. Therefore, using the strategy of stepping on posters to measure shoe size is akin to having them exhibit the shoes they're wearing themselves.

We created a poster to measure shoe size 9 US. Bombard the city. 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.

Our decision to design posters using the most basic material, paper, and encourage people to step on them aligns perfectly with the street fashion subculture.

New brand Heineken Experience Silver achieves a 325% increase in awareness and media value worth 3 million baht.

In Thailand, there are laws prohibiting the advertisement of alcoholic beverages. Therefore, Heineken created a fashion brand called Heineken Experience Silver to advertise the brand name to customers and introduced Heinekicks, sneakers designed by Dominic Ciambrone from The Shoe Surgeon. They advertised using Bombard posters throughout Bangkok to attract various subcultures like sneakerheads, making them interested, wanting, and sharing the Heineken Experience Silver brand name across social media.