For a fresher world

“For a fresher world,” Heineken has hewed a refreshing breather from its ongoing James Bond tie-ins and an international responsible drinking campaign.

For the fifth time in a row, the Dutch brewer has embarked on a global advertising campaign for a James Bond film, Quantum of Solace this time. From October 2008 through January 2009, the campaign is showing Olga Kurylenko, the new Bond girl, in television commercials featuring authentic sets from the movie. Daniel Craig appears in them too, although only in stock footage.

Recently too, Heineken has gone the holier-than-thou path with a campaign called “Know The Signs.” Targeting irresponsible drinkers, the campaign was created by UK ad agency Red Brick Road on account of the company’s “quality over quantity” thrust. This campaign is essentially an expansion of the brewer’s “Enjoy Heineken Responsibly” program, which has been in effect since 2003. It would be remembered that Heineken was among the first brewers to create such a crusade for responsible drinking, its messages visible on Heineken cans and bottles. “Know The Signs” is currently making its rounds in the Internet and mobile phones worldwide.

Meantime in America, Heineken has returned to long-time partner Wieden & Kennedy for a major advertising campaign starting January. Wieden & Kennedy, Portland’s largest ad agency, is tasked to launch it in time for the Super Bowl and the NFL playoffs. In the process, Heineken has scrapped its account with New York City’s Berlin Cameron United.

“For A Fresher World” should be set on the arrow-straight course to adulation, for now. Yet I believe Publicis Conseil, the responsible Parisian agency for these print ads, indulged too much with their city—creating a greened Eiffel Tower that is twice plus beau than the Manhattan illustration. In the latter, the Statue of Liberty was just a vague corkscrew. But Rio de Janeiro’s is just a whopper, a giant corkscrew substituting the 120-foot Christ The Redeemer statue, high above a golden sea of lager. God bless this tippler’s paradise.

Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Copywriter: Nicolas Schmitt
Art Director: Pierre Penicaud
Illustrator: Denis Assor @ Créative Syndicate
Advertiser’s supervisor: Cyril charzat
Account supervisors: Remy Averna, Mathieu Delcourt, Alice d’Ortoli
Art Buyer: Nathalie Benchetrit

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