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2014-05-12

HEINEKEN International : Heineken 'Cities of the World' campaign to inspire new worldly adventures

Amsterdam, 12 May 2014
- Heineken® has today unveiled its latest global campaign, 'Cities of the
World', aimed to inspire men to live worldly, new adventures by unlocking the
secrets of their cities. The fully integrated campaign includes a 2 minute
TVC, on-line activation and special edition Heineken® bottles.

The latest TVC, '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. Created by Heineken, in partnership with Wieden + Kennedy
Amsterdam, its main character embarks on an adventure by following a set of
business cards lost by a beautiful woman, Eve, with each card uncovering
surprising and hidden venues in his city. The TVC is a reminder to Men of the
World that every great city offers an endless adventure within its
sky-scraping towers and neon lit streets. It reinforces the notion that men
should never stop exploring their own urban backyard. 'The City' TVC can be
viewed viathis link.

To celebrate the launch, 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. 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 (FOMO)," said Gianluca Di Tondo, Senior Brand
Director Global Heineken Brand. "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 Gianluca 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."

May 12thmarks the global launch of 'The City' TVC and 'Cities of the World'
campaign with local activations to follow in more than 100 countries,
beginning with the USA.

- ENDS-

Notes to Editors:
More about The City TVC:
The TVC was directed by Traktor and filmed in Hong Kong. The TVCs are
available in 2 min, 90sec, 60sec, 30sec formats.

About Heineken®

The Heineken® brand, that bears the founder's family name - Heineken - is
available in almost every country across the globe and is the world's most
valuable international premium beer brand.

To follow Heineken® on Twitter visitwww.twitter.com/heinekenand to become a
fan on Facebook go towww.facebook.com/heineken. To view videos, subscribe to
our YouTube channel atwww.youtube.com/heineken.

Press Enquiries

Marnie Kontovraki, Heineken International
Tel : +31 (0) 20 5239 355 /pressoffice@heineken.com

Download print ad
http://hugin.info/136188/R/1784399/611422.pdf
Click here to open media release
http://hugin.info/136188/R/1784399/611414.pdf
Download TVC image
http://hugin.info/136188/R/1784399/611421.jpg

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This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: HEINEKEN International via Globenewswire

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