I kid you not, Heineken has gotten Dutch rap artist Kevin ‘Blaxtar’ de Randamie to perform an overview of their 2015 sustainability report. It’s visually well produced, lots of engaging visuals with key stats from the report, lots of creative camera work, and Blaxtar has a compelling presence at the centre of the video. In my view, it’s a well-made, gorgeous failure. One of those experiments where you try out ways of getting to a new audience that you learn from on the way to finding the route that works. It’s certainly not to Heineken’s discredit that it doesn’t quite make it. They are taking risks, pushing boundaries, and I only wish more companies were doing the same.

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