HEINEKEN Launches the 60+ Challenge

January 8, 2013 | Mark Goldstein | Competitions | 6 Comments | |
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Heineken has just launched a photo contest aimed at 60+ year olds. Heineken is asking creative people from around the globe to share their observations and insights on the lives and preferences of this golden generation. Prizes are a share of $10.000 and to have their entries included in a 60+ documentary movie. To enter the challenge, please visit www.ideasbrewery.com. The winners will be announced at the end of March 2013.

Website: Heineken Ideas Brewery

HEINEKEN Press Release

Amsterdam, 6 December 2012. Following two successful Open Innovation Challenges, the HEINEKEN Ideas Brewery is launching its third initiative: The 60+ Challenge.

In many parts of the world populations are aging. HEINEKEN, in the true spirit of being an open and inclusive company, sees potential in creating innovative products better tailored to the specific needs of the 60+ age-group.

Therefore, starting on 6th December 2012, the company will ask creative people from around the globe to share their observations and insights on the lives and preferences of this golden generation.

HEINEKEN asked Donald Petrie, the acclaimed director of ‘Grumpy Old Men,’ to invite creatives to this challenge. In addition Donald will be part of the official jury to select the most inspiring entries. 

Start filming, photographing or writing your observations on what makes the 60+ generation tick. What do they love to eat and drink? When and where do they socialize? How is this different to 20 years ago? And the big question: What could this mean for beer?

To enter the challenge, please visit http://www.ideasbrewery.com.

The HEINEKEN 60+ Challenge will run from 6th December 2012 to 15th February 2013.

The challenge is open to residents of the following countries: Australia, Austria, Brazil, Canada (excl. Yukon & Quebec), China, Czech Republic, Finland, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Poland, Netherlands, Spain, UK & US (excl. California)

The winners will be announced end of March.

Challenge III Kick-off - 6 December 2012
Submission deadline - 28 February 2013
Winner announced? - 29 March 2013

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Your Comments

6 Comments | Newest Oldest First | Post a Comment

#1 Harald Johnson

Interesting idea, but the eligibility exclusions are very odd. Like:
"United States (except for the state California)" Not California? The most populous state in the U.S.? The location of Hollywood, where the spokesperson (Donald Petrie) lives and works? The place with a huge number of the "creative" people they're aiming at? How strange.

Harald Johnson

8:32 pm - Friday, December 7, 2012

#2 Man Yong Toh

Hi Harold,

thanks for your comment. It's actually the strict alcohol advertising laws in California; alcohol brands are not allowed to run competitions with this kind of prize money in that state. Hope you don't live in California!


3:53 pm - Saturday, December 8, 2012

#3 Harald Johnson

Hi Toh - I used to! Not sure you're with Heineken or not, but why would you/they choose a spokesperson who works in L.A. and then target "creative people" knowing that California has the highest density of creative people in the world? I just wouldn't have done it that way. But I do like my Heineken! ;-))

11:28 pm - Saturday, December 8, 2012

#4 RTFarT

Make absolutely sure that you read and understand the terms & conditions. Particularly with regard to ownership and copyright.

4:15 pm - Monday, December 10, 2012

#5 Harald Johnson

Oh oh... RTFarT is right. Read especially in the T&Cs;: item 3.5.

4:49 pm - Monday, December 10, 2012

#6 Brian Kent

How awfully patronising is that..............

5:08 pm - Wednesday, July 10, 2013