Heineken wanted guys who drink light beer to try their light beer - guys who are on the journey to becoming gentlemen, but aren't quite there yet. Realizing they need to drink a better light beer will be just one of their many "Manpiphpanies." Digital, print, outdoor.

 
 

Guys can share the pain of man growth and confess their most recent manpiphany moment in a geotagged post, adding to a sympathy map of other manpiphanies.