After decades of pollution, a joint effort has been trying to bring socializing days back to Pinheiros river. But you can’t clean it without cleaning its hundreds of underground tributaries.
How can a beer brand convince people to take care of those rivers when they can’t even see them?
If you’re having a Heineken in a bar in São Paulo, it’s probably on top of a river. We mapped them and that’s how the Floating Bars platform was born: an initiative to generate traffic to bars and money for river cleaning.
We also launched a literal Floating Bar on Pinheiros. An experience that drawed even more people to those bars.
