Marketing

Heineken invites the world to a ‘legendary date’

June 7, 2011
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Heineken, Amsterdam, launched its second film from its global “Open Your World” campaign, entitled “The Date.”
 
“The Date” premiered on the Heineken YouTube channel and Facebook page and followed the film “The Entrance,” which launched globally in December 2010 and received more than 4 million hits on YouTube in the first three weeks of its release. “The Date” will be activated in 50 countries by the end of the year.
 
“’The Entrance’ was a very exciting introduction to our new global campaign, in our quest to make young men love Heineken” said Cyril Charzat, senior director of the global Heineken brand, in a statement. “After the most legendary party entrance, we were fired up to inspire men to step up their game in other situations.”

Created with the same team as “The Entrance” – advertising agency Wieden+Kennedy Amsterdam and director Fredrik Bond – the film is a beautifully crafted, yet incredibly high-energy story following the Heineken Legend as he woos his date on an epic journey, a tribute to all magical dates and legendary night-outs, the company says.
 
“It’s exciting to continue to find fresh ways to flatter the Heineken drinker, and with ‘The Date’ we have found another great way to showcase our man’s spectrum of skills,” said Eric Quennoy, executive creative director of Wieden+Kennnedy Amsterdam, in a statement. “This is just the start of work we hope creates a genuine conversation between the brand and its drinkers.”
 
Shot on location in London, “The Date” features the introduction of a new Heineken Legend.
 
“With ‘The Date,’ we are keen to show that we are not creating one hero but that in every Heineken drinker there is a legendary hero in the making,” said Sandrine Huijgen, manager of global Heineken communication, in a statement. “We have started a great creative adventure as a brand, and as a team.”
 
In addition to the “The Date,” the new Heineken global brand campaign will see the release of additional supporting material, including a tongue-in-cheek “Legendary Making Of” and a music video with more consumer participation elements launching in the coming months, the company says. The films can be viewed on the Heineken YouTube Channel and on the Heineken Facebook Fan Page.

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