Rooftop Revival
Heineken · 2026
1 award: Cannes
Strategic insight
Seoul's rooftops weren't missing—they were invisible. By reframing green infrastructure as social space already embedded in Korean pop culture, Heineken didn't compete for existing venues; it created an entirely new market above street level.
Craft Notes
Medium-format camera on custom heavy-lift drone captured Seoul's rooftops at previously unseen angles and resolution. Lighting, composition, and altitude were fine-tuned aerially to compress streets and elevate the red star parasol against green, making Heineken instantly readable at billboard scale across fast-moving environments.
Earned Reach
Aerial photography generated 452 million impressions across 118 countries on out-of-home placements in Gangnam, Hongdae, and Jongno. The designed perspective became the most shared visual asset, proving the campaign's power to shift perception at global scale beyond paid media.
