In 2012, Off Limits is commissioned by Heineken the communication campaign to make visible their participation in the International Contemporary Art Fair ARCOmadrid 2012 as one of the main sponsors. In it, Heineken is responsible for the VIP area and the Heineken® Art Plein, a design space in the style of the Dutch squares with flower stalls, newsstands and beer, free Wi-Fi, vertical gardens and bicycles, which is presented as a meeting point for artists, curators, gallery owners, art collectors and general public. Within the framework of the fair, the brand also called the II Heineken® CA2M Award in order to donate the work selected by a panel of experts to the Dos de Mayo Art Centre of the Madrid Community. And it was, in turn, trigger the opening party of ARCOmadrid 2012. AfterARCO by Heineken® also proposed a complete schedule of activities for leisure, culture and cuisine to enjoy the city at the end of each day of the fair.

Off Limits was responsible for performing the following tasks: communication consulting, designing and implementing the media strategy of the campaign, preparation of press content (press releases, announcements, dossier…), negotiation of media appearances communication, arranging interviews, personal attention to inquiries and requests from journalists, track of press material sent and collection and organization of the clipping generated (offline, online, radio, television), and final evaluation of the press campaign quantitatively and qualitatively.