Heineken: Express

Ever fancied yourself as a bit of a Bond? Have a Facebook account and like interactive films? Well then Wieden + Kennedy Amsterdam and digital agency MediaMonks have a treat in store with their campaign for Heineken to promote the new Skyfall movie, the latest in the 007 franchise.

Enlisting the talent of new Bond babe Bérénice Marlohe last week to break a teaser film previewing the campaign, Wieden + Kennedy has now launched a follow-up TV commercial as well as the interactive film, accessed through Heineken’s Facebook page. The film also introduces a new hero for the beer brand as it invites users to step aboard a train ride to crack a case for Bond and Marlohe.

“The idea was born out of the great content we shot with Sévérine, the Bond girl,” says Sandrine Huijgen, manager of global Heineken communications. “She is such a great character, inviting our consumers to participate in the experience of Crack the Case, that we thought she should tease the world to come and experience our new campaign as well."

The interactive experience begins exactly where the TV advert leaves off, with viewers invited onto the train by Marlohe before it embarks on a voyage through snowy mountains. A series of tasks then await as users are encouraged to ‘crack’ the puzzles to unlock a mystery briefcase at the end.

This time, the campaign was shot by MJZ director Matthijs van Heijningen and apparently he was the only choice for all parties involved. “Matthijs was the man for this job: he immediately embraced the rich and quirky world we had created with Mark (Bernath), Eric (Quennoy) and Fredrik (Bond) on the previous Legends campaign films, and added his very sharp eye for quick wit, fast-paced action and a perfect balance of Bond references into the Heineken world,” adds Huijgen.

Shot at Shepperton Studios, the interactive campaign pays homage to the James Bond franchise with a series of subtle nods towards previous films. The train carriages were inspired by classic Ken Adam Bond film sets, whilst replica James Bond film props are used throughout the campaign ad.

“This time we launched the campaign a little differently from usual by inviting the viewer to Crack the Case in a seamless way so that the experience does not stop at the film. We are eagerly awaiting to see our drinkers’ reactions and feedback!” concludes Huijgen.

You can 'Crack the Case' at Heineken's Facebook page.