Entry for the 2023 D&AD New Blood Awards. Today, people encounter extraordinary pace, rapid innovation and big global challenges. We are expected to quickly tackle these problems with original ideas. To come up with these ideas, it is now more than ever needed to unite people and open up to the world. Heineken is trying to connect and engage people, to encourage them to think outside the box. To obtain this goal we launch the Heineken Open Up Challenge – a Heineken campaign that challenges people to (literally) open up a bottle in a new, creative and fun way. You are not only opening up a bottle, but also opening up yourself. Overall, the Heineken Open Up Challenge is a unique brand (new) experience that opens people up, sparks fresh perspectives, and inspires a cultural connection across borders