Heineken

Heineken saw in the new year in Miami with Tiësto playing. Guests were invited to be photographed with friends and enter to win a trip to Ultra Music Festival.

The thing that makes a party different from an event is that the group keeps changing. People arrive, meet, split up, and find each other again. A single fixed photo station captures one moment of that.

So we worked it with roaming photographers and re-scanned each guest’s card on every new photo. By the time people got home, one link gave them a photo diary of the entire evening rather than a single picture — which is a far better reason to open it the next morning, and to send it on.