The aim of the Heineken Festive Forest Project was for Heineken Malaysia to contribute a forest under Wild Asia’s Plant-A-Tree programme over the Christmas season. This message was to be conveyed through limited edition festive greeting cards distributed to young adults. Each card was to contain a unique code, which when keyed into Heineken’s Facebook page, would prompt Heineken to pledge the planting of a tree in the forest.
Solution
These greeting cards were designed to create an army of festive peace-loving, tree-hugging hippies. The cards could also be doubled up as a great party tool to spread some festive and environmental cheer throughout the holiday season.
Special greeting card stands were also designed and placed in Heineken branded bars around Kuala Lumpur. They were fabricated as a wire mesh structure sitting on a base of planted creepers. Over time, the creepers grew around and over the greeting card stands, changing their appearances and further reflect Heineken and Wild Asia’s goal of creating and preserving more green spaces throughout the country.
