The One Minute Party

A moment doesn’t need to be long to be cherished forever.

And a party doesn’t have to last all night to be one for the ages.

So, why not fast-track those memories by compressing all the fun of a whole night into a single minute, all while imbibing in the great taste of Heineken?

Imagine your friend’s house party, decorated with streamers, cold beers in a bucket of ice, chips on the table, and perilous stacks of red solo cups. Now imagine all your friends waiting patiently outside, primed and ready to pounce because they know they only have one minute to enjoy this party before they’re kicked out. The door opens, and they rush in; maybe some are filming on their phones, others are 100% on task — they only have a minute after all.

People are encouraged to mingle, meet a new friend, play some party games and interact with the tastefully Heineken-branded party place. When the minute is up, everyone is shuffled out armed with a whole slate of fun and memories, both because of the quirkiness of the event and all the normal reasons we go to parties.

The One-Minute Party would be an in-person, branded event where influencers and fans are invited to partake. Not only will it make for some fun and chaotic UGC, but of course, there will be cameras there to capture the energy of the event.

Heineken is a brand that is always focused on fun, memories and the joy of sharing a drink with a friend you haven’t connected with or a new social connection, which is why the absurdity of The One Minute Party would fit perfectly with their brand ambitions.

You've got to admit, even just hearing the phrase “The One Minute Party” has you excited to see what will happen next.

Copywriter: Tristan Wheeler