In Seoul, social life is shrinking. Streets are crowded, and having people over is hardly practical. But even as the city feels like it’s run out of space to socialise, one solution has been hiding in plain sight: rooftops. Unused, forgotten, and guess what… they’re all green.

Heineken, LePub Singapore and LePub Milan revived these empty spaces by bringing back the Pyeong Sang, Korea’s original social platform, with a Heineken touch. The revival turned idle rooftops into fresh hangout spots, giving Seoulites a new way to connect.

My main role in this campaign was to give life to the campaign identity, starting with a lockup that was not only distinctively Korean, but also visually stood out across past Heineken projects. The visual language also had to provide an easily adaptable approach, as it required multiple online and offline media outputs.