Question Today. Question How Heineken's Spelled. Question Your Muscle Mass

Welcome to our first-ever EuroVisions, a weekly roundup of what’s happening creatively in the world of European advertising.

The pandemic confinements may be over, but our existential questions are just ramping up. This isn’t technically a Europe piece but it sets the stage: The U.S. collective of Sid Lee (also based in Paris), has released “Question Today” for Nasdaq. It’s hoping to turn those existential questions back in a direction that’s good for the economy. 

(Because that’s what I’ll be thinking about on my deathbed: Did I do enough for the economy?)

Heineken’s turning 150! And it’s celebrating the people, all over the world, who misspell its name—some purposely (like “wineken,” for when the beer’s served in a wine glass). This work hails from Boomerang, a subsidiary of Publicis Groupe. There’s limited-edition bottles, and a series of whiplash-inducing short vids on Instagram. You know, for the cool kids. So get you some Hoineken. Or Aineken. Or Heiny. Whateverken.

Also—probably because gamers don’t care about your Instagram—Publicis Groupe Italy made a Heineken Gaming Fridge, which is basically a PC tower that can also refrigerate beer. This has the added handy effect of keeping the actual tower cool … so the only thing staying hot is your temper when you find yourself matched up at gametime with a passel of sociopathic trolls.

While it’s all very nice to question everything and store beer in the same place you store your motherboard, what we really want in life are adult playgrounds. We don’t understand why they don’t exist. Luckily, it seems we’re not the only ones: For health insurance client Helan, FamousGrey in Belgium made our dream come true. This is, of course, functional (because we can never have anything just for fun): To help adults avoid losing muscle mass.

If, however, all those existential questions you’re asking cannot be sated by beer, the Nasdaq or seesaw benches, you can always go the classic route: Disappear into the void. Rimowa swears that’s progress, too. “Purposeful Journeys Towards Progress” kicks off a global campaign by Anomaly in London, and features Sir Lewis Hamilton, Rosé and Kylian Mbappé. Hans Zimmer set the score—a nice sonic way to wrap this week’s edition, yeah?