Thinkboxes March/April 2011 Winner: Heineken’s 'The Entrance' by Wieden & Kennedy

Heineken’s ad ‘The Entrance’ is part of the beer brand’s attempt to reinforce the drink’s premium nature and global positioning.

It wanted to emphasise the premium quality of the lager by using ‘surprising demonstrations of legendary behaviour’. It also aimed to give the brand’s ‘witty and cosmopolitan personality a fresh twist’.

‘The Entrance’ ad, the first execution of the brand campaign, is based on the latest global Heineken brand essence, ‘Be a Man of the World’.

Heineken employed creative agency Wieden & Kennedy to help with positioning and come up with the creative execution.

Sandrine Huijgen, Manager of Global Heineken Communication, said that the campaign included a switch from talking about Heineken to talking about the drinker in an attempt to engage emotionally with the target audience.

Richard Storey, global chief strategy officer at M&C Saatchi and one of the judges, said: ‘It’s inspiring that amid the revolution in media, TV is producing 90-, 120- second and longer commercial epics. The YouTube influence is not a case of video killing the radio star, but helping him up his game.’

sandrine_huijgen

A man of the world is confident, resourceful and open to new people and experiences when making an entrance – with a defining choice of beer.

Sandrine Huijgen Manager of Global Heineken Communication

Client Heineken; Ad agency Wieden & Kennedy; Creative team Mark Bernath, Eric Quennoy, Alvaro Sotomayor; Production Sonny London; Director Fredrik Bond

Other ads on the podium

Walkers Crinkles: Fall In Love With The Groove (2nd)

  • Creative agency Abbott Mead Vickers BBDO
  • Creative team Ant Nelson, Mike Sutherland
  • Client Adam Warner
  • Production company Weilands
  • Director Paul Weiland

Warburtons Celebration (3rd)

  • Creative agency Rainey Kelly Campbell Roalfe/Y&R
  • Creative team Mark Waldron, Dave Godfree
  • Client Richard Hayes
  • Production company Gorgeous
  • Director Vince Squibb

Also shortlisted

Hovis Soft White Farmers’ Race

  • Creative agency Dare
  • Creative team Danny Hunt, Gavin Torrance
  • Client Rose Gray
  • Production company Blink
  • Director Dougal Wilson

Winalot What A Lot

  • Creative agency DDB UK
  • Creative team David Mackersey, Jonathan John
  • Client Ingrid Hayes
  • Production company Hungryman
  • Director Paul Gay


Click here to see who won the previous award

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