The fully integrated campaign includes a 2 minute TVC, on-line activation and special edition Heineken bottles.
The latest TVC, ‘The City’, is the seventh film in ‘The Legends’ series featuring Men of the World who are pushed to discover their limits and go beyond them. Created by Heineken, in partnership with Wieden + Kennedy Amsterdam, its main character embarks on an adventure by following a set of business cards lost by a beautiful woman, Eve, with each card uncovering surprising and hidden venues in his city. The TVC is a reminder to Men of the World that every great city offers an endless adventure within its sky-scraping towers and neon lit streets. It reinforces the notion that men should never stop exploring their own urban backyard and those they visit on their travels. ‘The City’ TVC can be viewed via this link.
To celebrate the launch, Heineken has produced a set of specially designed bottles, each with one of six global cities printed on it; New York, Shanghai, Berlin, Amsterdam, London & Rio de Janeiro. The special edition bottles will be available globally, including Global Duty Free from September.
“We know that while Heineken drinkers are familiar with many of the hot spots in their cities, they may not venture outside their usual routine on a daily basis to explore the unexpected,” said Audrey Schillings, senior brand manager Heineken Global Duty Free. “With the “Cities of the World” campaign, we’re aiming to inspire them to move away from their usual habits to discover and unlock the secrets of their own cities. For Global Duty Free the campaign has added significance of these iconic cities and the call to our consumers of being adventurous in new destinations while travelling for business or on holiday.”
May 12th marked the global launch of ‘The City’ TVC and ‘Cities of the World’ campaign with local activations to follow in more than 100 countries, beginning with the USA.