"Skyfall" Bond girl Bérénice Marlohe introduces
a teaser video to Heineken's new 'Crack The Case'
14th September 2012
Heineken today announced a thrilling new TV and digital campaign,
in anticipation of the release of the 23rd James Bond adventure,
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.
Launching on the 20th September, the interactive experience
begins exactly where the TV advert 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.
Rolling out worldwide, the ‘Crack the Case’ campaign
will launch on multiple platforms on 20th September, 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.
Above: Teaser video for the Heineken campaign
(Note: The video has been
deliberately altered to appear to have faults).
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 ‘Crack the Case’ campaign
was created by advertising agency Wieden + Kennedy Amsterdam.
The campaign TV ad, full details of which will only be
revealed in time for September 20th launch, was directed
by award winning Dutch filmmaker Matthijs Van Heijningen
Igniting global excitement and driving
mass participation, an exclusive online teaser will be
released ahead of the campaign launch on 20th September
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 fall.
Alexis Nasard, Chief Commercial Officer of Heineken said: “The
creativity and progressiveness of the Heineken brand combined
with the legendary James Bond franchise will provide viewers
with high entertainment values. Not only a hero, Bond is the
ultimate ‘Man of the World’ – confident, resourceful
and ready for new experiences, personifying the values of the