Heineken proves that every man is legendary in the new global campaign via W+K Amsterdam
Heineken has today unveiled its latest global ad campaign, ‘The Odyssey’, celebrating the premise that every man is legendary at something via Wieden+Kennedy Amsterdam. For the first time in its history, the premium beer brand has cast non-actors in its TVC to play the central protagonists.
The advert follows its recent ‘Legends’ platform, which saw a series of ‘Men of the World’ who are pushed to discover their limits and overcome them. However, this is the first time that non-actors have been used in the campaign and given a stage, proving that every man has the ability to become legendary.
It follows the main character’s adventures aboard a cruise ship as he uses his wit, charm and skills to impress his fellow passengers. Covering everything from a limbo contest, to diving perfectly into a swimming pool, to dancing the perfect conga, the advert gives real men a stage on which they can perform their skills.
The advert features 20 non-actors, who were cast in an open casting, where their legendary skills were put to the test. The final 20 were picked for being masters at the skills needed for the TVC, for example diving, conga dancing and sliding down banisters.
Says Sandrine Huijgen, global communications director at Heineken: “Our Legends campaign is an entertaining homage to our drinkers and their legendary behaviours. We are convinced that many of our drinkers out there have at least one legendary talent. They just need a chance to show it to the world. This is why we decided to offer our next film, The Odyssey, as an opportunity for 20 young men to show us what they’ve got. And they are all legendary.”
The TVC was directed by executive creative directors Mark Bernath and Eric Quennoy, and filmed in Barcelona, Spain. Each of the men used in the TVC has a skill that makes him legendary in his own right and they are all real ‘men of the world’.
Global Brand Director – Gianluca di Tondo
Global Communications Director – Sandrine Huijgen
Global Digital Director – Paul Smailes
Global Communications Manager – Josefien Olij
Global Digital Manager – Dario Gargiulo
Agency – Wieden + Kennedy Amsterdam
Executive Creative Directors – Mark Bernath & Eric Quennoy
Creative Directors – Thierry Albert & Faustin Claverie
Art Director – Henrik Edelbring
Copywriter – Toby Moore
Head of Broadcast Production – Erik Verheijen
Broadcast Producer – Elissa Singstock
Strategic Planner – Nick Docherty
Communications Planner – Richard Oldfield
Group Account Director – Jordi Pont
Account Director – Clare Pickens
Account Manager – Jorge Fesser
Account Executive – Elianne Vermeulen
Head of Studio – Sharon Kwiatkowski
Studio Artist – Anthony Fabre
Project Manager – Jackie Barbour/ Stacey Prudden
Business Affairs – Emilie Douque
Production Company – MJZ Films
Director – Tom Kuntz
Director of Photography – Tim Maurice Jones
Producer – Suza Horvat
Executive Producer – Debbie Turner
Editing Company – Whitehouse Post London
Editor – Russell Icke
Producer – Lisa Kenrick
Assistant Editor – James Forbse Robertson
Audio Post – Grand Central Sound Studios
Sound Designer/Mixer – Raja Sehgal
Music
Artist / Title – 16 Toneladas – by Noriel Vilela
Music Company
Publishers: Warner Chappel Music, Inc. / Chester Music Ltd
Master Owner: EMI Music Netherlands B.V.
Music Supervisors
Mad planet – Sam Morris
Amp Amsterdam
Post Production – The Mill
Flame – Jay Bandlish
3D – Dave Fleet
Producer – Rachel Stones
Telecine – Company 3 – Stefan Sonnenfeld
Print Production
Photographer – Erik Ian
2 Comments
If the creatives Mark Bernath and Eric Quennoy directed – what did Tom Kuntz do, one of the most awarded directors in true world?
If they are different legendary men with unique talents, why do they share the same homeless guy hair?