The “Rooftop Revival” campaign aims to turn Seoul’s rooftops into spaces for socializing.
One of the greatest virtues of advertising is knowing how to spot the opportunity to do something eye-catching, surprising, and unexpected. That’s the case with the latest Heineken campaign titled “Rooftop Revival.”
The beer brand discovered that in Seoul, homes are very small and there is a high level of loneliness among citizens. To address this, it encouraged the inhabitants of the South Korean capital to use rooftops as extra space and to foster community building.
Heineken – Rooftop Revival
The Heineken campaign is titled “Rooftop Revival” and was created by the creative agency LePub. The idea was to transform unused rooftops into new spaces to promote socialization in the South Korean capital.
The Dutch brewer found that in Seoul, people live in small apartments where they can’t meet or socialize, and many rooftops remain underused… which happen to be painted green. To make use of them, they installed parasols featuring Heineken’s iconic red star, blending tradition with modernity.
Over three days, more than 8,000 people took part in this immersive experience, as the brand transformed these spaces to host intimate concerts, art workshops, and gastronomic experiences led by Korean creators such as DINO, artist Cha Inchul, and chef Cho SeoHyeoung.
Photographer Tom Hegen documented the transformation, capturing aerial images that show how these forgotten spaces can be turned into true social canvases. His photographs will be part of the campaign on digital outdoor media in Seoul.
According to Nabil Nasser, Heineken’s global director: “We may not be able to redesign entire cities, but we can inspire people to rediscover the spaces around them. Our red star on a green background becomes a universal invitation: a symbol of togetherness, visible even from space, that invites reconnection.”
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