Heineken: Outside Lands

When your brand is green, it better act like it. Outside Lands is known for its music and its deep roots in Bay Area sustainability. So in 2019, Heineken couldn’t just show up with the same festival sponsorship playbook. With California’s forests still reeling from fire season, we found a way to help festival-goers plant something new.

We partnered with One Tree Planted and created a retail campaign that let shoppers donate $1 to plant a tree, with Heineken matching every donation. From engaging POS and in-store displays to limited edition festival merch, the program brought the brand’s green promise to life. It became one of Heineken’s most successful West Coast retail promotions to date, earning $23,941 in consumer donations and over 46,000 trees planted across Northern California.