Heineken has unveiled its latest global campaign, Cities of the World, aimed to inspire men to live worldly by unlocking the secrets of their cities.
The TVC, which launched in NZ yesterday, was created by Wieden + Kennedy, directed by Traktor and filmed in Hong Kong. It comes in 90sec, 60sec and 30sec formats.
It is, as you might expect, a knockout – played over a brilliant remixed version of Elvis Presley’s Bossa Nova Baby (from the album Viva Elvis).
The fully integrated campaign includes TV, limited edition Heineken bottles, digital, PR and national consumer promotion.
The latest TVC, The City, is the next instalment in the ‘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, the main character embarks on an adventure by following a set of business cards lost by a beautiful woman, with each card uncovering surprising and hidden venues in his city.
The blurb says: “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.”
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 (sadly, no Auckland).
The limited edition ‘Cities’ bottles are available globally, and within New Zealand, in 12, 15 and 24 packs of specially marked Heineken. Every bottle has a unique code, giving consumers a chance to win limited edition merchandise or the ultimate prize – a trip for two to one of these six incredible international mega cities.
“Heineken men want to make the most out of their time so they seek out new experiences and adventures and they have an underlying fear of missing out on the best ones [FOMO],” said Jennie Macindoe, Heineken Marketing Manager.
“We’re always looking for innovative ways to interact with Heineken. Our drinkers usually know the hotspots in their cities, and they are hungry for new experiences. This is where our new ‘Cities of the World’ campaign comes in, aiming to inspire and motivate them to get out of their comfort zones, to embrace the unusual and embark on worldly adventures.”
Launching in over 100 countries, The City TVC and Cities of the World campaign launched in New Zealand yesterday.
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