So what exactly happened when HEINEKEN asked industrial designer and pioneer of rapid prototyping Janne Kytannen to take on a 48-Hour Innovation Challenge?

Well, a lot of interesting ideas concerning reuse, recycling and new materials. Check out the video and some of Janne's ideas below:

Think Recycling! Create packaging from the competition using a simple sticker.

Think Materials! Bottles made from brewing dregs encourage consumers to help plant more vegetables, offering an interesting lifecycle opportunity!

Think you can do better? Here's your chance to make your packaging ideas a reality. Share your sustainable ideas on the future of beer packaging for a chance to win $10,000!

» By May 8th - An elevator pitch and 3 images (plus a more in-depth .pdf if you'd like)
» PROMOTE YOUR IDEAS - The more votes you get, the better your chances are to move to Phase 2!
» By May 29th - 100 participants will be chosen to participate in Phase 2, a closed innovation environment where participants will work with HEINEKEN experts on developing ideas.
» By June 2012 - one winner will be selected to win the grand prize of $10,000!

Learn more about the HEINEKEN Innovation Challenge for sustainability packaging on IdeasBrewery.com and REGISTER today!