Everyone is stuck in too many meetings & Heineken thought that modern problems require modern solutions.

Introducing the Heineken Calendar Closer, an experience that asks you to put in a hold in your calendar and invite your friends.

The incentive? Free beer.

The beer market is fiercely competitive, with brands looking to grab market share at every opportunity.

In order to make an impact, you have to think differently.

People want status, access, power and stuff (in that order), so we devised a way to play on all of these very basic human desires.

Take control of your calendar, do it socially, regain your time and be rewarded with free beer.

By focusing on an outcome (you taking control of your time, which is the most valuable commodity), it makes the user more likely to perform an action in the halo.

Heineken just delivers the goods.

In the end, we used design and technology to bring to life a clever campaign that appealed to what really matters to us all — our time.

Also, It never hurts to get some free beer in the process.