Heineken has unveiled its latest global campaign, ‘Cities of the World’, which aims to inspire men to have new adventures by unlocking the secrets of their cities.
The campaign includes a 2 minute TV ad, on-line activation and special edition Heineken bottles.
The latest TV ad, ‘The City’, is the seventh film in ‘The Legends’ series featuring Men of the World who are pushed to discover their limits and go beyond them.
The campaign has been created by Heineken in partnership with Widen + Kennedy Amsterdam and focuses on the journey of a man following a set of business cards lost by a beautiful woman, with each card uncovering hidden venues in his city.
Heineken has produced a set of specially designed bottles, each with one of six global cities printed on it; New York, Shanghai, Berlin, Amsterdam, London & Rio de Janeiro.
The special edition bottles will be available globally.
“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. 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,” said Heineken Global Senior Brand Director, Gianluca Di Tondo.
“Heineken is always looking for innovative ways to interact with our Men of the World. Knowing that they fear missing out, Heineken is there to help by giving them the inspiration they need to become legends in their city.”
“Our Men of the World know the usual hotspots in their cities, and they are hungry for new experiences,” continued Di Tondo. “The ‘Cities of the World’ 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.”
The global launch of the campaign will begin on May 12 in the USA and will follow in more than 100 countries.
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