Heineken Silver Lights Up Las Vegas for F1’s Inaugural Grand Prix

Poised to set Heineken Silver on the global stage like never before, Heineken Silver will be taking over OOH moments throughout Las Vegas during the inaugural Formula One Las Vegas Grand Prix, and as the first beer brand to grace the iconic Sphere. In a digital OOH buy that rivals the impact of NYC’s Times Square, the brand will light up the skies of Vegas to an estimated 300,000 race attendees.

A colossal disco ball will radiate the electric energy of Vegas and transform into an icy spectacle, unveiling giant Heineken Silvers hidden within. With the disco ball's scale, movement, and prime location on the Vegas Strip, it promises to captivate the hundreds of thousands of spectators and even reach millions more through the television broadcast of the Las Vegas Grand Prix. The first-of-its-kind multidimensional brand activation was born from a collaboration between HEINEKEN USA, creative agency BBH USA, and technical specialists at BCN, marking a ground breaking achievement that will showcase Heineken Silver like never before.

From the airport to the strip, 3D billboards scattered across the city will embrace the icy, refreshing imagery of Heineken Silver. A standout among these is the Ice Cooler billboard – standing as the crown jewel. It will feature a clever illusion where a fake ad for a woman's handbag reaches over into a Heineken Silver advertisement and plucks a beer from a cooler, creating an interactive surprise that will undoubtedly capture the imaginations of passers-by. 

With this innovative approach, HEINEKEN is ensuring its campaign has a shareable and unforgettable quality, solidifying the brand’s presence in the heart of Vegas and around the world.