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Heineken breaks Cities of the World campaign

Amsterdam-based beer company Heineken will break a new international campaign called "Cities of the World" today. The campaign, aimed primarily at men, encourages consumers to explore the secrets of the cities in which they live. Localized promotion will take place in 100 countries during the campaign, beginning with the United States. The initiative consists of a two-minute television commercial, online activities and special packaging. The television creative depicts a man following a trail of business cards dropped by a woman, with each card leading him to a surprising place in his city. The limited edition bottles produced for the campaign feature one of six cities: New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro. The campaign was developed by Wieden & Kennedy Amsterdam.

"Men of the world want to make the most out of their time in the city, because they know life only gives them one shot," said Gianluca Di Tondo, senior global brand director for Heineken. "So they really live their city by seeking out new experiences and adventures and they have an underlying fear of missing out on the best ones. The campaign aims to inspire and motivate them to get out of their comfort zones, to embrace the unusual and embark on worldly adventures in their own cities."

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