A creative platform to unify Heineken’s cider brands in a sustainability story that could foster greater connection between people and nature.
In an ever shifting world where the artificial entrenches more and more on our everyday let’s remind people of cider’s roots. Its refreshingly uncomplicated ingredients. How it’s been made with circularity in mind long before the world caught on to the importance of doing so. Of it’s locality, it’s biodiversity, it’s sustainability.
So let’s extend an invitation. Let’s encourage people to come back to earth. To take a moment however long to reconnect with nature, and with each other.
The look, feel and tone is guided by the creative platform — a rebellion against the over polished and artificial. It’s crafted by human not machine. Drawing from the mischief of folklore with a modern twist. Nodding to a rustic reputational history while charging boldly into the future.
Back to Earth Festival
Taking inspiration from Japan’s cherry blossom festivals, to create a new cultural moment in the UK calendar by encouraging people to reconnect with nature and each other at apple blossom festivals across the UK.
Back to Earth Festival takes place in community & cider orchards, in bars, pubs & city centers to celebrate together the rhythms and beauty of nature. To spend a moment reconnecting with nature and each other.
The project would create Community Orchards & pocket parks with partners like Groundwork, Friends of the Earth & The Wildlife Trusts. Clear Channel’s “Bee Bus Stops” (bus shelters with living roofs) help drive home the feeling nature gives us as well as reminding people of the connection to Cider.