Heineken

Game
Changer

We developed the Game Changer Masterclass to challenge Heineken teams to “Change the Game” by flipping category norms and redefining competition. Through provocative case studies, the Game Changer Framework, and cultural insight tools, participants crafted bold, consumer-led brand plans. The result: empowered teams with the mindset, strategy, and belief to deliver breakthrough growth and lasting brand impact.

A white box with a circular window shows red cards inside, and a red game board with white text that asks, "Are you a game changer?" The game involves front against colleagues to improve skills.
A white rectangular box with a red circular pie chart in the center, labeled 'GAME CHANGER' in white and black text.
Collection of playing cards featuring famous brands and individuals, including Penicillin, Albert Einstein, Virgin Brand airplane, Johnnie Walker, and Internet icon, with a red background and text about being a game changer.
Disney-themed desk accessories including a Mickey Mouse pencil, a red inspirational quote book, a pink stone, a bottle of Chanel No. 5 perfume, and another red quote book.
Black and white close-up photo of Albert Einstein with the word 'IMAGINE' overlaid, and a red banner in the bottom right corner with white text that says 'GAME CHANGER'.