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Heineken conducts holiday campaign in Toronto

Beer brand Heineken has begun an out-of-home campaign in Toronto called “Tell Us Your Tradition.” During the initiative, the brand will display family photographs of holiday gatherings on digital billboards at Yonge-Dundas Square. The campaign began with a temporary installation at which passers-by could see themselves on a billboard in near-real-time while sampling a free Heineken or Heineken 0.0. The billboards will continue to display photographs submitted via social media until the end of December.

“After most holiday plans were cancelled last year, people came to miss the annual celebrations and special moments enjoyed with friends and family,” said Yulia Elchenko, marketing manager at Heineken Canada. “Whether it's never being able to keep your secret Santa a secret or your rough-around-the-edges gift wrapping skills, Heineken wants to celebrate the seemingly imperfect parts of the holidays because we all know now after a year without them, they've actually been perfect all along.”

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