Heineken Creates an Interactive 3D Billboard That Doubles as a Bar

Publicis stunt invited drivers to pull over and grab an alcohol-free beer in Brazil


Outdoor advertising doesn’t need to be flat and functional—it can be interactive and fun, as this new stunt by Publicis for Heineken 0.0 in Brazil demonstrates.

The agency created a clever 3D, interactive billboard on a Rio de Janeiro road that doubled as a bar, complete with bar staff.

The pop-up outdoor bar, which was open for three days, invited drivers to pull up and grab a free Heineken 0.0, the brand’s zero-alcohol lager.

The billboard’s height was positioned so that drivers, who had to be aged 18 and over, could pull up and unwind their car windows to grab a freebie—ensuring social distancing, as there was no physical contact between participants, the agency said.

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