VI Grand
Fresh Worlds
For the release of GTA 6, Heineken will not only collaborate with GTA to become the official beer of the game but will host an event in 6 cities that will make you feel you are inside of the universe of Grand theft auto.
Role: Co-creative director | Copywriter
Team: Alida Matos | Willian Paulino
Client: Heineken
Creative work
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Gen Z gamers yearn to have real-life experiences similar to the ones they live in the virtual world.
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6 CITIES.
6 LAUNCHING PARTIES.
6 WAYS TO GET REFRESHED BY THE MERGE OF TWO WORLDS.
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For the release of Grand Theft Auto 6 in 2024, Heineken will not only become the official beer of the game but will bring it to life in 6 cities.
Both GTA and Heineken fans from these cities will be invited to have a refreshing and immersive experience in which they will not know if they are inside the game or if the game is now in their reality since the two worlds will be one alone like never before.
The making of the event
In order to bring GTA to the real world, we scout the game's virtual locations and locate them in real life. We wanted the whole experience to be a carbon copy of the game and nailed every single detail we could to create a fresher world.
We chose 6 locations (London, Miami, San Andreas, Chinatown NY, Las Vegas, and Los Angeles) where we will be having an event that will make the audience feel like they are inside the game. Each location will count with an outstanding host that will complete the game atmosphere at the event.
We cast 6 actors that resemble Iconic characters of GTA for them to be the host of each party. As the host, they’re in charge of creating the most memorable experience by bringing the character to life. Their role in the game will be key to create the personality of the event.
We will also hire actors to be the NPCs (non-player characters) during the event, they’re role will be to behave and interact like the GTA characters and guide the people at the party throughout different phases of the event.
