Our Work

HEINEKEN National Distributors Conference

• Distributor Meeting
• Multi-Brand Showcase
• Custom Environment

For HEINEKEN USA's Annual Distributor Conference, Proscenium built a fully-immersive "room within a room" at the Dallas Convention Center anchored by three giant LED screens and an 80-foot by 40-foot LED floor that transported the audience from swimming pools to apple orchards to football fields, while our in-house content studio produced ten hours of show content tailored to the distinct look, feel, and personality of each of the featured HEINEKEN brands. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.

Audience

B2B, Distributors, Employees

Attendance

1,500

Location

Dallas, TX

Format

In-Person

Services

• Strategy
• Creative
• Production
• Content
• Experiential
• 3D Animation

A Room Within A Room

When HEINEKEN USA decided to move out of traditional theaters, we took them to the next level. By creating a “room within a room” at the Dallas Convention Center we controlled every single element of the space. We immersed the audience in super high-def LED. The set featured 3 giant LED screens and, the pièce de résistance - the entire 80’ x 40’ floor was also LED! This allowed us to instantly travel from a swimming pool, to an apple orchard, to a football field, and beyond. Despite the size of the stage, the presenters and audience told us the show was incredibly intimate and connected.

Strongbow, Dos Equis, Tecate...Oh My!

HEINEKEN owns hundreds of brands, each of which has its own distinct look, feel, and personality. If they choose to feature 7 at a given conference, it’s like producing 7 distinct events. We work very closely with HEINEKEN USA to be absolutely on-brand every single time so that each beer resonates for distributors in a unique way.

I’m convinced this was the best show we’ve ever had! You were amazing partners and I’m so thrilled to have you all as part of our extended team. Cheers to many more successful events to come!

Chief Corporate Relations Officer, HEINEKEN USA

Content That Makes You Thirsty

Bringing all these brands to life means relying heavily on our in-house content studio. These Emmy-winning animators, graphic designers, and art directors make sure every single image over the ten hours of total show time is beautiful, perfect, and HEINEKEN premium.

Lighting Up the Room, One Brand at a Time

Before the first word was spoken, we wanted the general session to feel like Heineken. As attendees walked in, a custom animation built by our in-house 3D animator lit the screens: neon tubes bending, snapping on, and glowing to life to form each brand in the Heineken portfolio, one sign at a time. What you see here is just a short clip; the full piece runs through the entire portfolio. It set the easy energy of a great bar and reminded the room, at a glance, just how much lives under the Heineken umbrella.

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