In thailand, advertising alcoholic beverages is illegal. Consequently, heineken silver thailand has introduced a new fashion brand, 'heineken experience silver,' to act as a representative for advertising. Given the widespread culture of street fashion and the substantial community of sneakerheads in thailand, the launch incorporates the heinekick shoes, designed by publicis le pub/bbh, as a key element of the campaign. (note: in thailand, we are limited to obtaining only 1 pair).
The ads that you can kick is a campaign that organizes an outdoor poster experiential activity targeting our intended audience, which includes both sneakerheads and collectors—comprising our primary demographic. Street posters are placed throughout the fashion areas of bangkok. This initiative allows them to showcase the shoes they are wearing and provides an enjoyable experience simply by kicking our posters.