September 16th was 'Enjoy Responsibly' day, and to mark it, Heineken challenged a group of creative teams to design "a night to remember" at the Heineken Experience in Amsterdam. The event showcased how being in a fit state to actually remember a night out can be much more fun - as Youtuber Steve Booker shows below in the video he created with Heineken.
A completely weird yet exhilarating sensation – rolling out of bed to go clubbing sober – but it’s understandable why morning raves are increasing in the UK and across the globe. After these antics died down, some more serious business took place. The cities’ Night Mayor, Mirik Milan elucidated some key points on nightlife culture in Amsterdam and the UK, highlighting the need to "Bridge the gap" between nightlife culture and governmental bodies/industries.
Mirik also offered some expert insight on the closure of Fabric, and what's next for the future of clubbing in London. "The (police) report was presumptuous. The London Mayor should have the final say on whether the club stays open - not Islington council. The people involved in this process are not integrated with nightlife culture. It didn't happen overnight (In Amsterdam) - the value for nightlife needs to be made perfectly clear to the legislative bodies who have the final say in these matters."
As well as legislation playing an important role in the current state of nightlife, Heineken is looking to understand nightlife trends of the future. 75% of Millennials now believe that their life is better when they drink moderately, with Heineken recognizing the growing need to create nightlife experiences that will cater to those ideals by tasking cultural influencers to design the 'night to remember'. Hosted by Mark Van Iterson – Head of Design at HEINEKEN and John Weich, the companies' Brand Consultant, the teams contained the likes of Amsterdam city planner Zef Hemmel, cultural connector George Lamb, Heineken employees, Deliveroo, and the designers who would visualized the ideas for the teams to pitch.
After already successfully implementing ideas such as 'This One Is On Us', which was born from a previous creative day at The Heineken Experience, Heineken will also turn these ideas into a reality. The projects the design teams came up with will be voted for by Heineken staff and members of the public, with the winning idea becoming a full-blown night out in cities around the world. Watch this space.
