Communication

Heineken Talk Label

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	Dongseo university
Designer	Jisu Jang, Jeongeon Lee, Jiwon Jung, Hyunwoo shin, Daeyeop Kim
English	Gen Z and millennials are losing the ability to understand differences. So we would like to present a communication way with a new label design. You can visit a pub selling Heineken through the Heineken app. The pub sells Heineken with different colors according to the theme. People can choose a subject color, and talk about the subject with someone who has the same color bottle. Post a photo of a pleasant scene on SNS along with a photo of a beer bottle so that you can see the Heineken label on the Heineken app, it will be uploaded with a donation filter. When posted on SNS, donations are made to organizations related to topics.
Native	연결된 사회를 살아가지만 차이를 인정하는 능력을 잃고 있다. 또한 z세대와 밀레니엄 세대는 사회문제에 관심이 많지만 실행에 옮기기 어려워하며 다 다른 가치관을 가지고 있다. 우리는 하이네켄을 통해 사람들이 서로 다른 가치관을 공유하며 차이를 인정하는 능력을 기를 수 있게하고 그 행동을 통해 사회문제에 도움이 될 수 있도록 하는 방법을 제안한다. 먼저 하이네켄 어플을 통해 하이네켄 파는 펍에 방문 할 수 있으며 펍에는 주제별로 색이 다른 하이네켄을 판다. 사람들은 주제를 선택을 하여 하이네켄을 고를 수 있고, 같은 색의 병을 가지고 있는 사람과 그 주제에 대해 이야기를 나눌 수 있다. 하이네켄 어플에서 하이네켄 라벨지가 보이도록 맥주병 사진과 함께 즐거운 현장의 사진을 올리면 sns에 공유하시겠습니까? 라는 팝업창이 뜰 것이다. 확인을 누르면 sns(스토리)에 기부 필터가 입혀져서 올라간다. sns에 올리게 되면 주제들마다의 문제점이 있는 관련 단체에 기부를 할 수 있게 한다. 이 과정을 통해 서로 다른 가치관을 가진 사람들이 하이네켄 토크라벨과 함께 대화를 나눔으로써 차이를 인정하는 능력을 기를 수 있게 하고 그 행동을 통해 사회문제에 도움이 될 수 있도록 하고자 한다.
Positive Comments
Judging Comments	The Heineken label initiative is lauded for creatively enhancing communication among younger generations through themed bottle colors, encouraging discussions. Its integration of social media for charity donations further amplifies its impact, blending social interaction with societal contributions.

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