Retirees may have all the free time in the world, but entrants to the Heineken Ideas Brewery 60+ Design Challenge have just SIX DAYS LEFT to submit their ideas to reinvent the beer-drinking experience for the 60-70 year old demographic. The brief calls for innovative new designs for anything and everything from beer itself to the packaging to the serving experience.
Following an initial research phase earlier this year, Heineken has compiled the crowdsourced insights into various media, including a handy infographic and the longer, more in-depth video below:
Six finalists will be invited to a three-day workshop in Amsterdam from July 24–26, including travel and two nights' accommodation, where they will have the chance to work with members of Heineken's marketing, design and R&D teams to take their idea to the next level. The workshop also includes a focus group with the target audience and support from visualizers and a pitch coach for the pitch to the expert jury: Alex Goh, Daniel Quinn, Dominic Wilcox and two members of the Heineken innovation team. The three top winners will receive cash prizes of $5,000, $3,000 and $2,000, respectively.
Heineken will foot the bill for travel and two nights' accommodation for all six invitees, who will enjoy a full itinerary of special events, including a tour of the Heineken Experience—a brewery-turned-museum adjacent to their office in the heart of Amsterdam—as well as dinner and drinks with the Heineken team.