Heineken Light’s See the Light campaign is about 2 young guys Jamie and Gavin who win the lottery and encounter 3 wise gurus who help them really understand how to live the good life. In digital it was our job to bring these characters to life online.

We ditched the URL and had all advertising point towards the facebook page where we built a custom player for the TV spots. Gavin and Jamie slowly take over the facebook page so that it’s in their voice.

We also built a bigger story online for the guys and the gurus. We updated their linkdin profiles to retired, we made facebook, myspace pages, match.com profiles, a twitter feed of over heard guru remarks a la shit my dad says and even auctioned off their old stuff on eBay.