Heineken has unveiled its latest global campaign, “Cities of the World,” aimed to inspire people to get outside of their daily routines by unlocking the secrets of their cities. The fully integrated campaign includes a 60 second television ad and first of a kind, limited-edition Heineken bottles.
The latest TV ad, “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, “The City” is the story of a man who embarks on an adventure to return a set of lost business cards to a beautiful woman named Eve. In the ad, each card leads the main character to uncover surprising and hidden venues in his city, reinforcing the notion that Men of the World should never stop exploring their own urban backyard.
The TVC is a reminder that every great city offers an endless adventure within its sky-scraping towers and neon lit streets. Both a 60-second and 30-second version of the television spot will live on a variety of broadcast and digital platforms in the U.S., with a longer form version on the Heineken YouTube Channel.
“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 Colin Westcott-Pitt, VP Marketing, Heineken. “With the ‘Cities of the World’ campaign, we’re aiming to inspire them to move away from their usual habits this summer to discover and unlock the secrets of their own cities.”
To celebrate the launch Heineken has produced a set of specially designed limited-edition bottles, each featuring a print of one of six global cities: New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro. From May 1st through July 4th, every Heineken lager pack featuring the City Bottle labels will feature an under-the-cap code, giving people 21 and over the chance to win daily prizes and unlock world adventures.
May 12 marks the global launch of “The City” TV ad and “Cities of the World” campaign with local activations to follow in more than 100 countries.