Skills Applied
User Research, Strategy, UX UI Design, Prototyping, Branding, 3D design, Motion
Team Members
Shaunak Patel (Research, UX Design, 3D & motion)
Allia McDowell (Project Management, Research, Strategy)
Jo Rozycki (Research, Strategy, Branding)
Will Vogelsang (Art Direction, Editing, Motion Design)
Tony Vacante (Copy, Scripts, Branding)
Duration
6 Weeks
Many Gen-Z and Millennial activists are feeling burnt out by traditional activism efforts – they’re called the “Exhausted Majority.” Anxiety, cynicism, and doubt surrounding the efficiency of their work has left them discouraged.
Leverage Heineken's position to foster an opportunity that not only relieves burnout for the Exhausted Majority through forging new connections, but also empowers them to become activists and effect real change with minimal exertion.
Bars generate significant quantities of beer waste and food waste, which can be repurposed to generate energy via a Biogas System. This approach enables them to reduce expenses on utilities and waste management, and potentially achieve self-sufficiency.
Heineken AWOL hour powered by Heinekenergy.
An hour of cheap beer for user’s that pledge to not use their phones during the duration of the AWOL Hour to reduce energy consumption and increase in-person connections.
.gif)
Heineken would like to facilitate low power consumption through AWOL hour by getting users to put their phone away but this idle time also gives Heineken the opportunity to help users alleviate their low battery anxiety.
Introducing a phone locker that doubles up as a charger and runs on clean, green energy. This innovative solution enables users to charge their phones without consuming excessive energy and helps reduce their carbon footprint.
The AWOL hour app will consist of 3 main functions:
The energy will be produced with old beer and food waste via a biogas system that Bars and restaurants will be able to implement in their vicinity through Heineken’s assistance.
Heinekergy Bars will be collecting their stale beer and organic waste in an anaerobic digester along with waste from other local bars that are participating in AWOL hour but aren't Heinekenrgy bars and produce energy through it.
Heinekenergy is optional as it will require physical modifications to the bar; however, bars can participate in AWOL hour as long as they agree to provide their waste to location with the Heinekerygy system in order to create a system of recycling and clean energy production in small communities.
This system will make activism extremely simple for the exhausted majority, all they will have to do is go support their local Heinekenergy or AWOL Hour bar.
I was involved in the entire process of this project, starting from the discovery phase. Due to time and budget constraints, we mainly conducted secondary research during this phase.
We then moved on to problem framing and strategy formation, which led us to the concepting and ideation phase. Here, I had to come up with a solution that made the most of the two different opportunities we had discovered through our research.
After arriving at our solution, we proceeded to the design phase. During this stage, I created 3D models and prototypes for our AWOL hour locker and app, and collaborated on other graphics and animations for our D&AD entry.
