Heineken taps Awkwafina, creates bestie cardboard cutouts for holiday campaign
Brand's promotion promises to reunite real-life friends (when it's safe to do so)
Dec 10, 2020
Cardboard cut-outs have stood in for fans at sport games during the pandemic, and now Heineken is encouraging people to use them as a stand-in for themselves in the time of social distancing.
In a U.S. promotion, the brand is giving people the chance to win a cardboard cutout that looks just like them that can be sent to their "bestie". Each cutout is delivered with a six-pack of Heineken. People can enter to win at BestieGiftEver.com, where they can upload their photo and adorn it with festive cheer for a chance to selected, up until Dec.13.
To promote the sweepstakes, Heineken tapped Awkwafina to star in a social film, in which she's reunited in real-life with a friend in a pop-up garden bar. (All "besties" in the film were COVID-tested before filming, in case you're worried.) And, as part of the sweepstakes, this too may be possible; people can enter to win airfare to visit their bestie "once it’s safe to do so."
The campaign is via Publicis' Italy and New York offices.