When was the last time a brand gave near-total creative control to a rapper and asked them to narrate a sustainability report? Well, Heineken did it! In a creative distillation of the company’s 2015 sustainability report, Dutch rapper and vocal word artist Kevin “Blaxtar” de Randamie highlights some of the brewer’s achievements in a spoken word performance. “Let’s Get Frank” draws the connection between dirt, sustainable agriculture and beer, and emphasizes the business opportunities Heineken has created throughout its value chain while reducing water consumption and emissions production. The main goal behind the video is to help Heineken’s sustainability achievements reach a wider audience – and wow, is it working!
To support the launch of the HEINEKEN’s Sustainability Report 2015 and engage a millennial audience, HEINEKEN invited vocal artist Kevin ‘Blaxtar’ de Randamie to transform the Report into his own artistic expression.