Context:

“Women Raising the Bar” puts real conversations at the heart of Heineken’s employer brand.

The campaign brings together women from across the business to share their experiences, challenge perceptions of the brewing industry and inspire others to see what’s possible. By focusing on honest conversations rather than scripted testimonials, the series showcases the people behind the brand and what it’s really like to build a career at Heineken.

The campaign resonated with its target audience, with more than 2,000 people saving Heineken as a company they’d like to work for on Flexa. Of those, 65% were women, helping strengthen Heineken’s appeal with the talent it wanted to attract.

The Brief:

Heineken wanted to attract more women into FMCG and Supply Chain roles by creating recruitment content that felt authentic, relevant and representative of the people already working across the business.

The challenge was to showcase women at different stages of their careers, challenge outdated perceptions of the industry and communicate the culture, opportunities and support that define working at Heineken. The content also needed to reflect Heineken’s Employer Value Proposition while standing out from traditional recruitment videos.

Approach:

The most powerful stories come from the people who live them.

Working closely with Heineken, we developed a creative approach centred around genuine conversations rather than scripted interviews. During pre-production, we shaped the framework, conversation prompts and interview approach to help participants speak naturally while ensuring every discussion supported the campaign’s objectives.

From filming through to the final edit, we focused on creating content that felt open, honest and relatable. The result is a series of digital-first recruitment videos that celebrates female talent, challenges industry perceptions and helps more women see themselves building a career at Heineken.