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.’
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
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