In May 2014, Heineken launched a new global campaign, Cities of the World, encouraging men to “unlock the secrets of the cities they live in by taking on new adventures”.
Publicis has turned that campaign into an epic fantasy about getting into a bar because, The City Belongs to the Brave. (And boys love epic adventure stories.) The idea behind the ad, Trailblazers, is to encourage men to expand their horizons. To move beyond the same old bar and the same old beer, in markets where Heineken is less familiar. So when the men set out on a search for a new bar they end up in a medieval battle, a shipwreck drama, an alpine adventure and an intergalactic battle in space…before their final destination (which is something of an anti-climax, it must be told).
The ad will include opening and closing shots of a city relevant to each market in which the campaign runs.
The new spot has launched in Canada and the Philippines, and will extend later this year Russia, South Africa, Sweden, Jamaica and Vietnam.
There is no plan yet to run the ad in the UK, US or the major western European markets where Heineken is already established.
Agency: Publicis Italy
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Directors: Cristiana Boccassini, Luca Cinquepalmi & Marco Venturelli
Copywriter: Beatrice Mari
Art Director: Simone Di Laus
Producer: Alice Crovato
Worldwide Account Director: David Pagnoni
Account Manager: Fabiola Miccone
Production Company: MJZ
Director: Matthijs Van Heijningen
Executive Producer:Helen Kenny
Producer: Donald Taylor
Editing: Jono Griffith@Work Editorial
Post Production: MPC London
VFX Supervisors:Carsten Keller, Dirk Riesenfeld & Andreu Lucio