Working with Heineken Ireland over the past 7 years has given us at McCann plenty of opportunities to create some of the best ideas and campaigns in Ireland. So it’s no wonder that we’re delighted to launch our biggest ever campaign for the iconic Heineken Bottle.

The brief – how do we get men to engage with the Heineken Bottle and take on a category that has seen speciality bottled beers gain in popularity. Rather than look to solely create an ad campaign, everyone aimed for a big idea: a fresh new philosophy for the brand, one that consumers could share and identify with.

“Live Every Last Drop” is the big idea that captures this new brand philosophy where stories are told through the eyes of the Heineken Bottle.

First up is the “One Green Bottle” TV commercial. It’s often said that your life flashes before your eyes if you are unfortunate to be visited by a near-death experience. This is the basic idea behind our first TV commercial, where we see the flashback of the life of a Heineken Bottle as it falls to a seemingly certain end.

Stories told through the eyes of Heineken bottles that Live Every Last Drop is a big idea that can stretch across any touchpoint and “One Green Bottle” is only the start of a big idea that will run and run.