Heineken Brings Comedy Inspiration To Their Draught Challenge

Amsterdam, 10 September 2012/mbb/. After a successful kick-off in July, the HEINEKEN Ideas Brewery is now continuing to inspire creatives for its Open Innovation Challenge to: ‘Reinvent the draught beer experience’.

Beer has been around for thousands of years, and while recent findings confirmed that men around the world still love draught beer, HEINEKEN sees the potential to take inspiration from technological advances and the development of the entertainment and gaming industries to create an exciting new era in draught beer.

The first wave of inspiration centered around international comedians Adam Fields and Samba Schutte sharing their own ideas to the challenge and has set up a premise of looking for out-of-the-box solutions for ‘Reinventing The Draught Beer Experience’. An additional source of inspiration is a series of editorials on PSFK, a global trendwatching community, featuring brilliant creative minds who are reimagining the world around them. Look out for the interviews on PSFK: http://www.psfk.com/tag/heineken-reimagine-series

For the second wave, HEINEKEN releases new inspirational material from this exclusive comedy set, specially written for the challenge. It contains more surprising ideas from the comedians on how to reinvent the draught beer experience. Watch it here: www.youtube.com/heinekeninnovation.

The HEINEKEN Draught Beer Challenge runs from July 31st to September 28th. For a chance to participate in a two-day expert-led workshop in Amsterdam and to win a share of $10.000 in prize money, come to the HEINEKEN Ideas Brewery and share your ideas on www.ideasbrewery.com.

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

The winners will be announced in November.

Dates – July 31st 2012 – Challenge II Kick-off September 28th 2012 –Submission deadline November 2012 –Winner announced

More information about the challenge can be found at www.ideasbrewery.com