Creative Corner: Heineken's rooftops, Stranger Things' 80s style telethon and Street Nipples for Breast Cancer UK

Heineken's 'Rooftop Revival' in Seoul

Call me old-fashioned, but nothing beats a real-life experience. And right now, with everything going on in the world, we could all use a bit more meaningful connection. That’s exactly what Heineken is tapping into with a new campaign out of South Korea.

Dubbed Rooftop Revival, the brewer has transformed neglected rooftops across Seoul into buzzing social spaces. 

The idea is as visually striking as it is community-focused.

Here’s the clever part: Seoul has a ton of flat rooftops, many painted in a shade of green that just happens to match Heineken’s brand colour. Leaning into this coincidence, the brand has added its iconic red star and hosted everything from K-pop gigs and food tastings to creative workshops, all in these elevated urban spots.

Unsurprisingly, the response has been huge, over 8,000 people applied to attend.

Nabil Nasser, Heineken’s global head, summed it up perfectly: “We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them.”

Yes, it’s a brand activation. But more than that, it’s a reminder of how powerful reimagined spaces and shared moments can be. 

In a time when urban loneliness is on the rise, this campaign doesn’t just stand out, it’s genuinely impactful.

Look Closer: Breast Cancer UK’s bold ‘Street Nipples’ campaign

In a powerful and provocative move to start a conversation, Breast Cancer UK has ingeniously turned pavement studs into 'street nipples' using "reverse clean graffiti" to apply breast shaped stencils onto city streets.

In what is a simple, yet powerful metaphor, the aim is to make people stop and think about a subject they might otherwise overlook. As the charity points out, "If you don’t look for it, you could miss it."

The campaign mirrors the reality of breast cancer, where early detection is vital and is a direct call to action, urging women to quite literally take their health into their own hands and perform regular self-checks.

The campaign is supported by an interactive map showing the location of the nipple artworks in the cities, encouraging people to seek them out and engage with the message. Social media users are invited to share their snaps using the hashtag #StreetNipples, helping to amplify the message and enter a prize draw for charity merchandise.

It’s a really clever distortion of street furniture that reminds me of The Oddballs Foundation campaign that used the trefoil shadows of Westminster Bridge to cast balls onto the pavement. An unexpected disruptive creative idea that breaks through the noise and delivers a powerful, and potentially life-saving, message.