Heineken® celebrates its 150 years by honoring the passions of its loyal customers worldwide. Through a global campaign centered around conviviality and the playful misspelling of its brand, Heineken® embraces the various ways in which consumers refer to it. In Italy, the "Good Times" brand forms an exclusive partnership with MSGM, one of the most prominent fashion brands of the Italian landscape, resulting in a limited-edition capsule collection consisting of 150 pieces. This collaboration allows Heineken® to tangibly celebrate its claim of "150 years of good times, one way or another." The highlight of this partnership is a creative interpretation in the form of a jersey polo shirt, bearing the signature MSGMxHeineken®. It humorously captures the unique pronunciation with which millions of Italian consumers call the brand: "Ainechen." This merging of two worlds—beer, synonym of conviviality, and fashion, a chosen language of self-expression—takes shape in a campaign ideated and developed by the creative agency Publicis Italy/LePub. The campaign was shot by the renowned fashion photographer Brett Lloyd, who artfully captured the essence of the collaboration through six exclusive images and a video, showcasing his distinctive and unique style.