On the coldest winter nights, when temperatures drop and people retreat indoors, Heineken® is stepping outside with a smart digital out-of-home act: “You’re Getting Warm”, a temperature-triggered DOOH campaign across the UK, the Netherlands and Canada. Activated when temperatures drop to cold winter levels, frosted pub windows glow to life, creating subtle, eye-catching moments that guide people through the winter chill and highlight local pubs.
Inspired by the familiar sight of misted pub windows on a winter evening, each digital execution mirrors the authentic look of real Heineken pubs. Frosted glass fills the screen, until the cold activates the campaign. As temperatures fall, revealing the warmth within: friends laughing, glasses clinking, and the image that itself looks like a perfectly served glass of Heineken® beer emerging through the condensation.
In the UK, every screen is geo-linked to a nearby partner pub, using real-time messages like “You’re getting warmer” and distance in meters to guide people step by step to a real, nearby pub. Multiple placements create a trail through the city, with messages growing more encouraging as people get closer to the pub. The final screen sits just outside the pub itself, a last friendly nudge before stepping inside from the cold. In the Netherlands, the campaign runs with a single, bold headline per location, acting as a warm invitation to step inside. In Canada, the campaign pivots to a programmatic approach, targeting digital transit shelters; executions that leverage dynamic, weather-triggered messaging to reach commuters during cold moments, extending the “Best Served Warm” platform into high-footfall urban transit environments.
Placed close to bars and activated only during the coldest conditions, the digital OOH units don’t just advertise the pub, they bring the social life inside to life in real time. As the temperature drops, the warmth within becomes visible, turning the chilly streets into an inviting glimpse of the buzz inside, cheers, social connection, and a perfectly poured Heineken®.
The campaign launched today, during one of the coldest periods of the winter, and will run for two weeks, with timing adapted per market based on local weather conditions. In the UK, placements are planned across major cities including Glasgow, Manchester and London. In the Netherlands, Amsterdam, Rotterdam, Utrecht and Groningen will be part of the rollout. In Canada, the campaign will run for one week across Ottawa, Calgary, and Toronto, focused on premium digital transit shelter locations. The campaign combines static and motion digital OOH, supported by social assets and media partnership to extend its reach.
With “Best Served Warm”, Heineken® captures the moment when social warmth melts the frost. Because even in the coldest winter, a warm welcome and a cold beer are never far away.
