Beverage Industry

Heineken launches art contest for Black History Month

January 24, 2012

Heineken USA, New York City, announced its second annual Black History Month art contest. The brand will provide one consumer of legal drinking age a chance to win $5,000 and an opportunity to have his or her artwork featured in the 2013 Heineken Black History Month advertising campaign, which will span print, digital, point-of-sale and out-of-home advertising nationally in February of next year.

Until Feb. 17, fans and aspiring artists can upload original artwork to the Heineken Black History Month tab on the brand’s Facebook page. Heineken will leverage its Facebook community to vote for their favorite design from Feb. 18 to 29.

The 10 submissions with the most votes will be considered by a panel of judges, who will decide the final winning artist. Entries will be judged on a weighted scale according to creativity and originality, which is worth 60 percent of the score; artist’s portrayal of black history, which amounts to 30 percent; and Heineken branding, which makes up 10 percent of the score. The winning design and artist will be announced March 8.

“Heineken is excited to not only support Black History Month, but also showcase artists nationwide,” said Olga Osminkina, senior brand director of Heineken, in a statement. “We look forward to the various submissions from participants and hope this program provides a budding artist a chance to have their artwork showcased on a national platform.”

The Heineken Black History Month program began this year with a campaign featuring artwork by Latasha Williams.