Heineken Icebox Bar

The Heineken 0.0 Icebox Bar was a bar created in the heart of São Paulo’s bohemian neighborhood of Vila Madalena, operating for a month and designed based on a video game map.

Heineken 0.0 launched a campaign that revolves around the concept that “not every round is outside,” emphasizing the social aspect within the gaming universe. It celebrates gaming as a social activity and a moment of connection with others. We understand that socializing within the gaming world often carries a stigma, and to bring this campaign to life and put its concept into action, we breathed life into one of the most popular First-Person Shooter games of today, debunking the image of gamers playing in isolation from their friends.

We conducted extensive research to find a game that featured a bar or an environment suitable for transformation into a bar. In Valorant, we discovered a map with an impressive structure, yet its interior had never been revealed. This presented the perfect opportunity to unveil to the world that inside this structure, there was a bar – a Heineken 0.0 bar. And that’s exactly what we did.