Heineken has unveiled ‘Rooftop Revival’, a global campaign that reimagines unused rooftops as vibrant social spaces. The initiative kicked off in Seoul, one of the world’s most densely populated cities. Using satellite imagery, Heineken identified and mapped forgotten rooftops across the city, marking them with its iconic red star — a symbolic invitation to rediscover these spaces as spots for connection and community.

What’s the idea behind ‘Rooftop Revival’?

The campaign seeks to transform underused urban rooftops into meeting points for creativity, culture, and social connection. By turning forgotten spaces into open-air venues, Heineken encourages people to look up — literally and metaphorically — and reconnect with each other in cities often dominated by work and isolation.

Why did Heineken start this initiative?

A recent study revealed that 57% of residents in major cities like London, New York, and Tokyo often feel lonely. Among younger generations, such as Gen Z and millennials, the number reaches 47%. In Seoul, more than half of respondents believe the city is designed for productivity rather than social life. Through ‘Rooftop Revival’, Heineken responds to this growing sense of urban isolation by creating moments of togetherness and shared joy in unexpected places.

How was the campaign brought to life?

With the help of satellite technology, Heineken identified neglected rooftops across Seoul and transformed them into hubs of creativity and culture. These spaces hosted live concerts, art workshops, and culinary experiences — all designed to bring people closer. For three days, more than 8,000 attendees joined a series of events led by local icons such as Dino from the K-pop group SEVENTEEN, artist Cha Inchul, and chef Cho SeoHyeoung.

What message does Heineken want to send?

‘Rooftop Revival’ reflects Heineken’s belief that great moments happen when people come together. By reclaiming forgotten city spaces, the brand not only promotes social interaction but also highlights the importance of human connection in an era where loneliness is rising. It’s a celebration of community, creativity, and urban life — all elevated to new heights.

Why Seoul as the starting point?

Seoul, known for its high population density and fast-paced lifestyle, was the perfect testing ground for this global initiative. Its rooftops — often unused — became a canvas for Heineken’s vision of transforming isolation into interaction. The success of the Seoul activation will now serve as a model for similar rollouts in other cities around the world.

A new global wave of social reconnection

With ‘Rooftop Revival’, Heineken continues its legacy of bringing people together through creativity and shared experiences. More than an OOH campaign, it’s a movement that invites everyone to look at their cities differently — to see potential for connection where there was once neglect. In a world craving human touch, Heineken reminds us that sometimes the best way to reconnect is simply to go up.