Heineken Brings Together Leading Names to Judge Crowdsourced Insights Project
Story by:
MyBeer Buzz
From Heineken Ideas:
HEINEKEN, to support its third challenge from its innovation platform www.ideasbrewery.com, has brought onboard critically acclaimed photographer Naomi Harris and cultural commentator Kees van Duyn to judge the best crowdsourced insights into the lives of 60-70 year olds. Naomi and Kees join Hollywood director Donald Petrie on the panel for the 60+ Challenge, a unique project from Heineken asking the public to submit their observations on the lifestyles for this important and often overlooked group.
With an ageing global population who are increasingly living longer, HEINEKEN recognizes the potential in creating innovative products better tailored to the specific needs of the 60+ age-group. With the 60+ Challenge HEINEKEN reaches out to consumers and creatives from around the world with a brief that will help grow its own understanding but also reward contributors for their insights – film, photograph or write observations on their lifestyles and they could win a share of US $10,000.
Naomi Harris’ beautiful documentary work on the 60+ generation shows great empathy and understanding of this age group and her work is regularly featured in Time Magazine, AARP, Details Magazine, Marie Claire, New York Times Magazine. HEINEKEN is excited to have her on board for the judging of this challenge. See her work on naomiharris.com.
Kees van Duyn is managing director of Firefish, a leading global qualitative research company. Driven by his natural affinity with contemporary culture, a real understanding of what makes the world tick and a fascination for brands and how people interact with them, Kees makes a great judge on the insights shared in this challenge.
Alongside Donald Petrie, the Hollywood director of films including Grumpy Old Men, the 60 + Challenge has a unique and knowledgeable jury expertly equipped to assess the contributions.
Ellen Bark, Innovation Program Manager at HEINEKEN, says: “HEINEKEN values the opinions of all its consumers and the 60+ Challenge gives us a great opportunity to get real insights into the lives of an important group of consumers – the 60-70yr olds. Challenging our consumers and members of the creative community to help us better understand them enables us to not only give them what they want but also bring them closer to the company.”
There’s still time to contribute insights for the challenge which runs until 28th February 2013. 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? And what could it mean for participants? The chance to win a share of $10.000.
.
Comments 0
No Readers' Pick yet.