Work, Fresh Out Of The Dam


  1. Dome

    Being your long time fan of the blog, i rather surprised seeing this work from Heineken. To be utmost sincere, i think it’s the most “Wanna be” Ad in the history of Heineken. Where is all the coolness-without-pretentiousness gone?
    Also i think this work is everything but the opposite thinking from the post you wrote in Jan 25, called “Holidays from the self”
    Any good reason of why came up with this direction for Heineken?

  2. Martin

    Hi Dome,
    You are of course perfectly entitled not to like the work, and to have your own views on it. Though I am sorry you didn’t enjoy it as much as a great many other people seem to have.
    Criticism of course is easy isn‘t it? Especially in our industry. I’ve always rather taken to heart the advice of the novelist David Eggers: “Do not be critics, you people. I beg you. I was a critic and wish I could take it all back because it came from a smelly and ignorant place in me, with a voice that was all rage and envy. Do not dismiss a book until you have written one, do not dismiss a movie until you have made one, and do not dismiss a person until you have met them.”
    I hope you like the next round of work more.
    As for your question: Those responsible for the management of brands on the scale of Heineken tend not to make decisions based on mere whim. There was indeed a very good reason for this direction.

  3. Dome

    I think you took it very offensive, so I guess I should apologise, if that upset you that much.
    I am sorry.