Heineken 0.0

Objective

Heineken 0.0 wanted to strengthen its connection with the Formula 1 community by bringing fans closer to the excitement surrounding the race, beyond what happens on the track.

The goal was to integrate the brand naturally into the Formula 1 experience, leveraging YouTube creators to capture the energy of the Fan Zone, celebrate shared passions and connect with audiences through authentic, entertainment-driven content.

Solution

For Heineken 0.0, we:

• developed a creator-led storytelling approach focused on the people, spontaneous moments and shared experiences that make Formula 1 more than just a race
• leveraged creators’ unique personalities and perspectives to bring audiences closer to the Fan Zone through authentic reactions and native entertainment
• combined YouTube long-form videos and Shorts to create complementary narratives: immersive storytelling to capture the full experience and short, engaging content to highlight its most entertaining moments
• integrated Heineken 0.0 naturally into the content, making the brand part of the experience rather than a traditional advertising message