Heineken introduced their new brand message: “Open Your World” during the Heineken Open’er Festival in Poland with “U-Code”, a QR-powered icebreaker. At the Heineken tent festival attendees were able to create their own U-codes, QR stickers carrying their personal messages about themselves. The U-codes were a hit, with over 5000 stickers printed over the four days of the festival, 30 June to 3 July 2011.
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The U-Code campaign was developed at Leo Burnett Poland, Warsaw, by creative director Pawel Heinze, copywriter Anna Gadecka, copywriter Kamil Kowalczyk, art directors Yigit Unan, Nina Lupinska and Robert Chudzik, photographer Lukasz Murgrabia, account managers Dominika Gowik and Jacek Pilachowski, art buyer Monika Jaworska.