HEINEKEN Ideas Brewery Launches the 60+ Challenge.

HEINEKEN reaches out to creatives, young and old, from around the world, to film, photograph or write their observations on the lifestyles and preferences of the 60 -70 age group. The challenge will run from 6th December 2012 to 28th February 2013. Participants will compete for a chance to win a share of $10.000 and to have their entries included in a 60+ documentary movie. Log on to www.ideasbrewery.com to sign up.

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 creatives, young and old, 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 www.ideasbrewery.com.

The HEINEKEN 60+ Challenge will run from 6th December 2012 to 28th 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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Note to editors:

Pictures, videos and relevant links can be found at http://pressdoc.com/p/000raj

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

HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name - Heineken® - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 140 breweries with volume of 214 million hectolitres of group beer sold. HEINEKEN is Europe’s largest brewer and the world’s second largest by revenue. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Amstel, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Heineken, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, and Zywiec. Our leading joint venture brands include Cristal, Kingfisher, Tiger and Anchor. In 2011, revenue totaled €17.1 billion and EBIT (beia) was €2.7 billion. The number of people employed is around 70,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the Amsterdam stock exchange. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com.

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MAKE believes it is a privilege for brands to be granted consumer time. Today consumers don’t crave brands; they lust for something more momentous: life adventures. MAKE builds life adventures which both engage people and benefit brands. We call it making ‘Brand Adventures’.

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