SINGAPORE — Alcoholic beverage brand Heineken Silver, with the help of creative agencies Le Pub and BBH, have teamed up with celebrated sneaker virtuoso Dominic Ciambrone, also known as “The Shoe Surgeon,” to drop Heinekicks: limited-edition sneakers that will have you “Walking on Beer.” The collaboration follows the launch of Heineken Silver and sets out to celebrate the innovation behind the smooth, easy-to-drink beer brewed for a new generation of drinkers eager to elevate and refresh the social occasions of today.
Handing full rein to the creative genius behind some of the most high-profile custom sneakers worn by the likes of LeBron James, DJ Khaled, and Drake, the result is an expression of Heineken Silver’s Unexpectedly Smooth proposition in a pair of sneakers that are the first of their kind.
To match Heineken Silver’s signature colorway, each pair features a sleek green lenticular upper with silver and red accents. Built into the tongue is a removable metal bottle opener, a handy feature when it’s time to enjoy a Heineken Silver.
Elevating the shoes are soles with Heineken Silver, added using a specialized surgical injection method to make Heinekicks the first ever pair of sneakers that allow you to walk on beer. As symbolic as it is functional, the soles provide the wearer with an unexpectedly smooth and unique sensation when on the go – an experience parallel to the smooth taste of Heineken Silver.
The Shoe Surgeon said, “Partnering with Heineken for their new beer was a fun challenge. We both share a passion for innovation and pushing boundaries and created a design to reflect that. The shoe not only embodies the energy of Heineken Silver but literally carries it. I can’t say I’ve ever designed a sneaker that contains actual beer before.’’
Gerald Yeo, marketing director at Asia Pacific Breweries Singapore said, “At Heineken, we have always embraced change. The launch of Heineken Silver is testament to this, and the limited edition Heinekicks are a manifestation of Heineken®’s constant pursuit of innovation. The Shoe Surgeon’s vision of “Walking on Beer” doesn’t just present a new way to enjoy the Unexpectedly Smooth Heineken® Silver experience; it sends the message that an open mind is the key to seizing life’s possibilities. We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”
Take a first look: Heinekicks to be on display at limited edition vault
Pairs of Heinekicks will be on display at the Limited Edition Vault at 313@Somerset as part of Project Future organised by Cultural Cartel x Tomorrow Lapse. This special preview will run throughout the six-day event from August 10 to 15.
CREDITS:
HEINEKEN
Global Senior Director Heineken Brand: Bram Westenbrink
Heineken APAC Brand Director: Rajeev Sathyesh
Global Communication Director Heineken Brand: Daniela Iebba
Global Communication Manager Heineken Brand: Tanya Lubis
Heineken Global Digital Development Manager: Pearly Lim Mei Sze
Senior Brand Manager Heineken Vietnam: Nguyen Ngoc Han
Heineken Global PR Lead: Jonathan O’Lone
LePub/BBH SINGAPORE
Global Chief Creative Officer Publicis WW: Bruno Bertelli
BBH Singapore Creative team
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Gaston Soto, Nikhil Panjwani
Associate Creative Directors: Adeline Siow, Kenneth Foo
LePub Global Creative Team
Executive Creative Director: Cyril Louis
International Coordination Creative Director: Guy Lewis
Associate Creative Director Publicis Italy: Livio Gerosa
BBH Singapore Account team
Business Director: Manavi Sharma
Account Director: Andy Norris
Account Manager: Crystal Loo
LePub Global Account Team
General Manager Publicis Italy: David Pagnoni
Global Senior Account Director: Francesca Baldrighi
Strategists
BBH Strategy Team: Tom Hargreaves, Gwen Lee
LePub Global Strategy Director: James Moore
BBH Singapore Production
Head of Production: Wendi Chong
Head of Operations: Eddie Jackson
Digital Imaging: Sally Liu
3D Production Partner: Pleid St.
Digital Senior Art Director: Nico Tangara
Design & Shoe Production Partner: The Shoe Surgeon
