Fred & Farid Los Angeles “gets” the market for Heineken’s wheat beer, Edelweiss. The beer is crafted from all-natural ingredients and a unique blend of mountain herbs (including sage, coriander and elderflower). It may be an old brand but it has everything it needs to be a hit with younger drinkers. And rather than follow the crowd with a younger drinker commercial that features “active lifestyles”, the agency takes its audience on a dreamy adventure of flying. (Who hasn’t dreamed of being able to do that.)
The spot is different. It taps into the audience’s characteristic wanderlust. And it even has a genuine connection to the product with its tagline, Feel the Alps.
The commercial supports Edelweiss’ launch in new markets and is the first global TV campaign for the brand.
“Following a successful pilot launch in Korea, Edelweiss continues its ascent with a roll out in Asia-Pacific, including China, Singapore and Malaysia, also launching in Russia and Denmark. We are excited for Edelweiss to join our international brand portfolio and to introduce our first global campaign, Feel the Alps, taking the viewer on a cinematographic, sensory journey through the Alpine landscape. Inspired by this setting, Edelweiss offers a smooth and easy-to-drink beer with a golden cloudiness and a subtle, fruity aftertaste, providing an invitation to pause and enjoy the playful moments of life,” explained Malgorzata Lubelska, senior director global international brands at Heineken.
“The film invites us to literally Feel the Alps. No artifice, or distracting music. The whole experience was real, shot in the Alps in Europe, getting the real emotions of the actors truly connecting with nature… the air, the winds, the smells, the cold, the serenity, the fresh water, the essence of the trees. Despite the complexity of shooting in winter on location at an altitude of 2000m, during a global pandemic, we really wanted to depict the true experience of the Alps: a raw experience of a simple product truth: with edelweiss you literally feel the freshness of the Alps in every sip,” added Fred & Farid Los Angeles.
The commercial is running in 60-, 30- and 15-second versions in TV & digital in Korea and Russia this summer before extending into other markets later this year.
Credits:
Client: Heineken (Edelweiss Beer)
Global Director International Premium Beer Portfolio: Marcelo Amstalden Möller
Global Marketing Manager: Eric Halgand
Senior Director Global International Brands: Malgorzata Lubelska
Agency: Fred & Farid Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Art Director: Pierrick Jégou
Business Director: Jules Chaffiotte
Executive Producer: Amanda Van Caneghem
Business Affairs: Jaime Szefc
Production Company: Caviar
Service Production Company: Division
Director: Arnaud Uyttenhove
DoP: Ben Seresin
Executive Producer: Michael Sagol
Line Producers: Maggie Mclean & Urska Vardijan
VFX Supervisor: Ben Dekeyser
Product Stylist: Klemen Stare
Drone Pilots: Filip Brazdil & Simon Haupt
Editing: Cabin Edit
Editor: Mischa Meyer
Assistant Editor: Jonatas Da Silva
Executive Producer: Adam Becht
Head of Production: Liz Lydecker
Post Producer: Dale Nicholls
VFX & Online: Shape And Light
Executive Producer: Cara Lehr
VFX Head Creative: Rob Trent
VFX Producer: Arielle Weir
Flame Artist: Sarah Marikar
Colourist: Emiliano Serantoni
Music Composer: Ali Helnwein
Sound Design & Audio Mix: Massive Music
