James Bond on a secret mission in global Heineken campaign via W+K, Amsterdam
Heineken, via Wieden+Kennedy Amsterdam, has launched a blockbuster 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 very 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.
The interactive experience begins exactly where the TV spot 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.
Aussie expat Eric Quennoy is joint ECD at W+K Amsterdam, and led all elements of the campaign, together with his ECD partner Mark Bernath.
Rolling out worldwide, the ‘Crack the Case’ campaign has launched on multiple platforms, through a combination of a new 60s film (TVC & online) with a personalized 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 actress 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 campaign TV ad was directed by award winning Dutch filmmaker Matthijs Van Heijningen Jnr. from production company MJZ.
Igniting global excitement and driving mass participation, an exclusive online teaser was 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 northern Autumn.