# Corkscrews Instead of Crosses? Heineken's Controvercial 'Fresher World' Campaign By Elsa Blaine | Published 2008-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/controversial-ads-heineken-for-a-fresher-world-campaign References: [advertolog](http://www.advertolog.com/paedia/prints/2008/07/19/203023/) This new [Heineken](https://www.trendhunter.com/trends/heineken-friend) print ad campaign could cause some controversy with its depiction of a corkscrew in the place of what looks like the Christ the Redeemer statue high on top of Corcovado Mountain, Rio de Janeiro. In addition, the campaign's tagline is “For a Fresher World”. Less controversial are the images of the city of Paris and the Eiffel Tower made from Heineken bottles and a new skyline for the city of New York and a corkscrew Statue of Liberty created with the familiar green beverage bottles. Controversy or not, the images are creative and stunning. The campaign was developed for Heineken by [Publicis Conseil of Paris](https://www.trendhunter.com/trends/ad-that-saves-energy). The creative director was Olivier Altmann. If you really want to see some ads that push boundaries, check these out: ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 55% | Activity: 27% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Controversial Advertising:** Opportunity for brands to push boundaries and generate buzz by creating controversial ad campaigns. - **Creative Brand Imaging:** Potential for brands to stand out by creating visually stunning and imaginative imagery for their campaigns. - **Innovative Taglines:** Chance for brands to craft unique and memorable taglines that resonate with their target audience. ### Industries Being Reshaped - **Alcohol Beverage Industry:** Opportunity for alcohol beverage brands to differentiate themselves through creative and controversial advertising campaigns. - **Advertising and Marketing Industry:** Potential for advertising agencies to showcase their creativity by developing visually stunning and boundary-pushing ad campaigns for brands. - **Creative Industries:** Chance for creative professionals, such as graphic designers and art directors, to showcase their talents through the creation of visually captivating ad imagery. ## Related on Trend Hunter - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Beer Anti-Fakeness Ads](https://www.trendhunter.com/trends/antifakeness-ad.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Beer-Cooling Billboards](https://www.trendhunter.com/trends/heineken-billboard.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md)