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James Bond features in global Heineken campaign

Beer brand Heineken has launched a TV and digital campaign in association with the upcoming 23rd James Bond movie, Skyfall.

Titled ‘Crack the case’, the campaign features actor Daniel Craig bringing his portrayal of James Bond to the Heineken ad, challenging consumers to defy his enemies and crack the case and taking viewers on a train journey alongside Bond newcomer Bérénice Marlohe.

The interactive experience begins exactly where the TV ad ends, with viewers invited onto a train by Marlohe before embarking on a voyage through a vista of snowy mountains, providing them with the opportunity to be secret agents themselves.

Rolling out worldwide, the ‘Crack the case’ campaign will launch via multiple platforms this month, through a 60-second TV and online ad, along with a personalised interactive experience.

The campaign was created by Wieden+Kennedy Amsterdam and was directed by Dutch filmmaker Matthijs Van Heijningen Junior.

An online teaser will be released ahead of the campaign launch, slated for September 20, to a select few top fans of Bond, incentivising them to watch the TVC once it launches.

In addition, offline activities include the hosting of Heineken experiences in iconic locations across markets, inviting members of the public to test their nerve and win prizes.

Devina Joshi, London