Go Places
- Brand
- Heineken
- Year
- 2016
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Superhero Cheesecake
- With
- Cloudfactory
- With
- Wefilm
Objective
Heineken had grown to over 70,000 employees across 250 brands in 70 countries and needed applicants who fit its culture, not simply more of them. The campaign also had to repair the employer brand after 2013's abrasive hidden-camera effort "The Candidate," this time letting candidates judge for themselves whether they belonged instead of testing them under surveillance. Go Places set out to make working across Heineken's 250 brands legible to jobseekers everywhere, well beyond the beer.
Solution
Visitors land on a minimal white room with a single door and choose between watching a manifesto film or going straight into the interview. Inside, a besuited "Curator of Choices" explains that the choices themselves reveal character, then runs through 12 rounds of paired images — world famous vs. strong roots, change direction vs. stay true to your path, hard work vs. humour — with only 3–5 seconds to pick each time, and hesitating counts too. Between rounds, footage of real employees and the company's brands plays, tailored to the visitor's country: the interviewer's watch shows local time, and local beer and food appear on screen. At the end the interviewer reappears in costume as one of eight personality profiles matched to the player's choices, which can be shared or attached to a job application on LinkedIn. A full run takes about 5–6 minutes.
Results
LinkedIn job applications rose more than 300% year over year, with a 56% overall increase in applications during the campaign period. About 70% of visitors who started the interview finished it, and 13% of finishers went on to submit a resume to Heineken. The experience held a 3.5% bounce rate against a typical 40–60%, with an average time on site of 5.3 minutes.
- 1
The experience opens on an age-verification gate, as required for an alcohol brand, before the player can enter.
- 2
Inside a minimalist white room, the player chooses between starting the interview or watching a short musical manifesto film in which real Heineken employees from around the world introduce the company and its portfolio of brands.
- 3
A costumed on-screen interviewer, the "Curator of Choices," frames the premise: the player will face a rapid series of choices, and the choices themselves — not written answers — will reveal what kind of person they are.
- 4
The interview is localized to the player: the interviewer's wristwatch shows their local time, and country-specific food and drink (Amstel in the Netherlands, Star Beer in Nigeria, empanadas in Mexico, noodle soup in Vietnam) appear among the choices.
- 5
The core loop is twelve rapid-fire questions, each posing two options — animated gifs, wordless images, or paired traits like "independent" versus "dependable" — with a visible 3-to-5-second timer per question, leaving no time to deliberate.
- 6
Reaction speed is itself tracked as data: hesitating or failing to answer in time isn't a skip, it factors into the final result.
- 7
Between question blocks, the interview pauses to tour the company's brand portfolio and introduce more real employees, doubling the test as a company showcase.
- 8
After the twelfth answer, the player is assigned one of eight personality profiles (e.g. The Pioneer, The Investigator), revealed through a costumed scene where the interviewer reappears dressed to match that profile.
- 9
From the results screen, the player can share their profile on social media.
- 10
The final step links out to Heineken's LinkedIn page, where the player can view open roles and submit their profile alongside a resume in one click.
