Floating Bars

Environmental awareness activation in bars across São Paulo, aimed at raising funds for the depollution of the Pinheiros River. Target audience: bar-goers and conscious consumers.

The “Floating Bars” project was created with the primary goal of contributing to the revitalization of the Pinheiros River, one of São Paulo’s most important and polluted landmarks. Additionally, it aimed to provoke people to view the city and reflect on their consumption habits in a different and more conscious way. To achieve this, we sought to engage São Paulo’s civil society by using the city’s social life as a catalyst for environmental awareness, transforming Heineken consumption into a concrete action with environmental impact.

One of the central objectives was to generate a tangible and measurable impact on the quality of the Pinheiros River, reflected in the allocation of a portion of Heineken sales to the river’s depollution project, improvements in oxygen levels, and the promotion of urban sustainability.

The creative concept behind Heineken’s “Floating Bars” project transformed social consumption into environmental action. The idea stemmed from the invisible connection between São Paulo’s bars and the underground rivers flowing beneath the city, particularly the tributaries of the Pinheiros River. The concept “Using social life to bring life back to the rivers” made every toast an opportunity to help revitalize the river, as a portion of Heineken sales was allocated to the depollution of the Pinheiros River.

Bars located above these tributaries became activation points where consuming a Heineken directly impacted the depollution efforts of these waterways. The creation of the floating bar on the Pinheiros River brought the concept to life. More than just a leisure space, it symbolized the river’s potential, showing that with collective engagement, it is possible to restore the beauty and vitality of a river crucial to São Paulo’s water system.