Look Alike Guide reimagined iconic skylines built entirely from the names of world capitals — the Moscow key visual replaced the city's landmark tower with a typographic skyline crowned by the Heineken star — paired with an in-bar game app and promo activations bringing the concept to life table-side.
In-bar game concepts — Six Caps (matching world capitals to street art) and Look Alike Man (guessing an artist's studio city), designed as companion app experiences for the campaign's in-bar rollout.
Open Your World extended the idea into a "teleport" visual system, with portals connecting Moscow to Dubai and Shanghai, and a live in-bar concept using a roaming robot and screen to connect patrons across cities in real time.
Activation concepts — promo staff styling and in-bar experience design, bringing the app interactions into physical bar spaces via VR stations, interactive tables, and branded touchpoints. And a city-hopping treasure hunt concept to unlock a destination.
