Heineken has launched a new advertising campaign introducing the “Open Your World” tag line, centred around a 90 second commercial, “The Entrance”, featuring the song ‘The Golden Age’ by Danish alternative pop group The Asteroids Galaxy Tour. Launched in Europe this month, the series showcases a man with impeccable style who arrives at a party, interacts with the guests in so many ways before saying yes to a freshly branded bottle of Heineken. The series follows through with shorter clips providing insights into each guest’s story, including the martial artist, pro basketball players, piano playing waiters Siegfried and Jean-Pierre, the man with the eye patch, the flautist and the dancing waiter. The series is currently being released on the Heineken Youtube channel and will be launched on television in 2011.
THE ENTRANCE
KUNG FU COMEBACK DUET
THE PERFECT GIFT BIG IN WONDERLAND THE MONOLOGUE THE MAN WITH THE EYEPATCH DRAGONBREATH
Objective: Launch Union Insurance company as the 10th car insurance company on the market of mandatory car insurance.
The challenge was how to engage people and attract their attention towards the brand while being in a low involvement category in which the price of the product is the main differentiator.
Solution: the first part of the campaign we created a sort of secret organization that took justice on the roads into its own hands. The Pink Squad a movement against irresponsibility on the road. The media were offered a story of a"Vigilante", who in his own specific way punishes irresponsibility on the streets. In the moment, when The Pink Squad and their actions became known nationwide, we connected them with Union and its products.
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