Brewing company Heineken® has recently unveiled its new lager. Known as Heineken® Silver, the beer brings “freshness in a can” and is designed to delight a new generation of drinkers. According to the company, the brew is “an extra-refreshing lager with a less bitter taste and a crisp, subtle finish that’s effortless to drink,” setting itself apart from the brand’s original beer thanks to the smooth taste it delivers, an aroma that’s carefully obtained following an ice-cold lagering process.

Heineken® Silver is different and so is the initiative aimed at celebrating it. Helped by Le Pub and BBH Singapore and sneaker designer Dominic Ciambrone, aka “The Shoe Surgeon,” the brand launched a limited-edition pair of shoes that faithfully reflects the smooth taste of the recently revealed beer. Dear readers, beer enthusiasts, and sneakerheads, here is a product that you will most probably like to have in your wardrobe: Heinekicks!

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Besides promoting the brand’s new lager, the Heinekicks were created to walk consumers through the Silver experience. Borrowing the bottle’s signature color palette of green, silver, and red accents, the shoes feature a sleek green lenticular upper, a tongue with a removable bottle opener, and a sole that will make people feel as if they are “Walking on Beer.” Literally!

The sneakers not only resemble the brew in terms of design but they also inherit the beer’s DNA. Specially designed to actually capture and reflect the premium lager’s smooth taste, the Heinekicks’ are the sole shoes with beer-injected soles. Using a specialized surgical injection method, the shoes are the first of their kind to allow someone to walk on beer, enabling the wearers to experience a lager like never before.

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Commenting on the initiative, The Shoe Surgeon, explains: “Partnering with Heineken® for their new beer was a fun challenge. We both share a passion for innovation and pushing boundaries and created a design to reflect that. The shoe not only embodies the energy of Heineken® Silver but literally carries it. I can’t say I’ve ever designed a sneaker that contains actual beer before.”

“At Heineken®, we have always embraced change. The launch of Heineken® Silver is testament to this, and the limited-edition Heinekicks are a manifestation of Heineken®’s constant pursuit of innovation. The Shoe Surgeon’s vision of “Walking on Beer” doesn’t just present a new way to enjoy the Unexpectedly Smooth Heineken® Silver experience; it sends the message that an open mind is the key to seizing life’s possibilities. We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections,” concludes Gerald Yeo, Marketing Director at Asia Pacific Breweries Singapore.

Out of the 32 pairs of Heinekicks the brand created following the launch of its Silver lager, seven are scheduled to drop in Singapore in the fourth quarter of 2022.

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Client: Heineken

Global Senior Director Heineken® Brand: Bram Westenbrink

Heineken® APAC Brand Director: Rajeev Sathyesh

Global Communication Director Heineken® Brand: Daniela Iebba

Global Communication Manager Heineken® Brand: Tanya Lubis

Heineken® Global Digital Development Manager: Pearly Lim Mei Sze

Senior Brand Manager Heineken® Vietnam: Nguyen Ngoc Han

Heineken® Global PR Lead: Jonathan O’Lone


Agencies: Le Pub // BBH Singapore


Global Chief Creative Officer Publicis WW: Bruno Bertelli


BBH Singapore Creative team

Chief Creative Officer: Sascha Kuntze

Group Creative Directors: Gaston Soto, Nikhil Panjwani

Associate Creative Directors: Adeline Siow, Kenneth Foo

Le Pub Global Creative Team

Executive Creative Director: Cyril Louis

International Coordination Creative Director: Guy Lewis

Associate Creative Director Publicis Italy: Livio Gerosa


BBH Singapore Account team

Business Director: Manavi Sharma

Account Director: Andy Norris

Account Manager: Crystal Loo

Le Pub Global Account Team

General Manager Publicis Italy: David Pagnoni

Global Senior Account Director: Francesca Baldrighi



BBH Strategy Team: Tom Hargreaves, Gwen Lee

Le Pub Global Strategy Director: James Moore


BBH Singapore Production

Head of Production: Wendi Chong

Head of Operations: Eddie Jackson

Digital Imaging: Sally Liu

3D Production Partner: Pleid St.

Digital Senior Art Director: Nico Tangara

Design & Shoe Production Partner: The Shoe Surgeon