Advertisment

James Bond on a secret mission in global Heineken campaign

Daniel Craig stars alongside 'Skyfall' Bond girl Bérénice Marlohe in an innovative campaign designed by Wieden + Kennedy Amsterdam

author-image
BestMediaInfo Bureau
New Update
James Bond on a secret mission in global Heineken campaign

James Bond on a secret mission in global Heineken campaign

Daniel Craig stars alongside 'Skyfall' Bond girl Bérénice Marlohe in an innovative campaign designed by Wieden + Kennedy Amsterdam

BestMediaInfo Bureau | Delhi | September 19, 2012

publive-imageHeineken has announced a thrilling new TV and digital campaign in anticipation of the release of the 23rd James Bond adventure, 'Skyfall', which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken ad for the first time. Challenging consumers to defy his enemies and 'Crack the Case', viewers will be taken on an epic train journey alongside stunning Bond newcomer Bérénice Marlohe.

Launching on September 20, 2012, the interactive experience begins exactly where the TV advert leaves off, with viewers invited onto a train by the smouldering Bérénice before it embarks on a voyage through a spectacular vista of snowy mountains. Putting viewers through their paces, a series of gruelling tests will lead them to 'Crack the Case' whilst protecting its contents from ferocious Bond villains.

Rolling out worldwide, the 'Crack the Case' campaign will launch on multiple platforms tomorrow through a combination of a new 60s film (TVC & online) with a personalised interactive experience. This powerful combination of ATL, digital, PR and experiential will ensure that Heineken and Bond are able to reach out to more consumers than ever before and propel the campaign to new heights.

Building on a 15-year relationship with the Bond franchise, the 'Crack the Case' campaign takes viewers into a moving train somewhere deep in snow-covered mountains, providing them with the opportunity to be a secret agent themselves. Transitioning viewers seamlessly from the TVC, Bond girl Bérénice Marlohe tantalises viewers by inviting them to help her crack a mysterious case and outwit the menacing villains – a challenge which encourages a virtual voyage of participation and discovery.

The 'Crack the Case' campaign was created by advertising agency Wieden + Kennedy Amsterdam. The campaign TVC, full details of which will only be revealed in time for the September 20 launch, was directed by award winning Dutch filmmaker Matthijs Van Heijningen Jnr.

Igniting global excitement and driving mass participation, an exclusive online teaser will be released ahead of the campaign launch to a pocket of global super fans of Bond, incentivising these top fans to watch the TVC once it launches and leaving them wanting more.

In addition to exploding conversation across digital, social and owned media platforms, the offline execution of 'Crack the Case' will bring the drama of the virtual experience 'live' to a broader audience across the globe in October. Several markets will host unique Heineken experiences in iconic locations, inviting members of the public to test their nerve, win exclusive prizes and share in the excitement of the global release of Skyfall this fall.

Alexis Nasard, Chief Commercial Officer of Heineken, said, “The creativity and progressiveness of the Heineken brand combined with the legendary James Bond franchise will provide viewers with high entertainment values. Not only is he a hero, Bond is the ultimate 'Man of the World' – confident, resourceful and ready for new experiences – personifying the values of the Heineken brand.”

Heineken has developed a strong and successful relationship with James Bond spanning global partnerships with 'Tomorrow Never Dies', 'The World is Not Enough' , 'Die Another Day', 'Casino Royale' and 'Quantum of Solace'.

Watch the invite video here:

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment