Heineken Ideas Brewery launches global competition ‘The 60+ Challenge’ with US director Donald Petrie – entries close February 28, 2013
Following two successful Open Innovation Challenges, the Heineken Ideas Brewery launched its third initiative: The 60+ Challenge with entries closing on February 28, 2013.
In many parts of the world populations are aging. Heineken sees potential in creating innovative products better tailored to the specific needs of the 60+ age-group.
Therefore, on 6th December 2012, the company asked creative people from around the globe to share their observations and insights on the lives and preferences of this golden generation.
Heineken asked Donald Petrie (pictured), the acclaimed director of ‘Grumpy Old Men,’ to invite creatives to this challenge. In addition Petrie will be part of the official jury to select the most inspiring entries.
Start filming, photographing or writing your observations on what makes the 60+ generation tick. What do they love to eat and drink? When and where do they socialise? How is this different to 20 years ago? And the big question: What could this mean for beer?
The challenge is open to residents of the following countries: Australia, Austria, Brazil, Canada (excl. Yukon & Quebec), China, Czech Republic, Finland, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Poland, Netherlands, Spain, UK & US (excl. California).
The winners will be announced end of March.
Dates:
Challenge III Kick-off – 6 December 2012
Submission deadline – 28 February 2013
Winner announced
 – 29 March 2013