James Bond On a Secret Mission For Heineken

AMSTERDAM, Sept. 14, 2012 /PRNewswire/mbb/ — Heineken®, the world’s leading premium beer brand, today announced a thrilling new TV and digital campaign in anticipation of the upcoming release of SKYFALL™, the 23^rd James Bond adventure, in which Daniel Craig brings his explosive portrayal of James Bond to a Heineken ad for the very first time. Challenging consumers to defy Bond’s enemies and ‘Crack the Case,’ viewers will be taken on an epic train journey alongside stunning Bond newcomer Berenice Marlohe.

Launching on September 20^th, the interactive experience begins where the TV commercial leaves off. Berenice Marlohe invites viewers onto a train before it embarks on a voyage through a spectacular vista of snowy mountains. During the journey, a series of grueling tests will lead participants to ‘Crack the Case’ while protecting its contents from ferocious Bond villains.

The ‘Crack the Case’ campaign will launch globally on multiple platforms on September 20^th, 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 more consumers than ever before, propelling the campaign to new heights.

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, offering them the opportunity to become secret agents themselves. Transitioning viewers seamlessly from the TVC, Bond actress Berenice Marlohe invites viewers to help her crack open a mysterious briefcase 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 TV ad was directed by award winning Dutch filmmaker Matthijs Van Heijningen Jnr. Full details of the spot will be revealed in time for the September 20 launch.

An exclusive online teaser will be released ahead of the campaign launch to a select group of global Bondsuper fans, incentivising them to watch the spot 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 in November.

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 Heineken® brand."

.

PR Newswire (http://s.tt/1nmiC)