The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

May 12, 2014 | 2 min read

Heineken’s new global campaign, Cities of the World, will roll out today, with the aim to encourage drinkers to never stop exploring and discovering the secrets of their cities.

The campaign, created with Wieden + Kennedy Amsterdam, will feature a TV commercial in which a man sets off on an adventure by following a set of business cards lost by a beautiful woman, and finding out things he never knew about the city he lives in.

"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 for the 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."

As well as the TVC, the campaign includes online activation, print ads and specially designed bottles celebrating six cities: New York, Shanghai, Berlin, Amsterdam, London & Rio de Janeiro.

Heineken

Content created with:

Wieden+Kennedy

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