Business Objective: Drive penetration of the Heineken brand

Campaign Objective: Drive partnership awareness of No Time To Die & Heineken to reinforce Heineken as a premium, cool & aspirational brand in the minds of LDA+ beer/NA Beer drinkers to drive brand consideration

The partnership with No Time To Die was interpreted with a fresh point of view. Everyone thinks that playing James Bond is the coolest job in the world, but there are also drawbacks.

And for the famous actors that play him, they will always be James Bond in the imagination of his fans, even in real life.

We took a common belief about James Bond, the fact that James Bond was just a movie character and turned it with an unexpected point of view: Once James Bond, always James Bond, on screens and real life.

One third of the world’s population has seen a Bond film. Bond is a universal reference point for those brands, like Heineken, who want to consolidate their premium positioning through the sponsorship. And Daniel Craig, an icon of style and by most of the fans associated with James Bond, is the perfect testimonial. We worked closely with the partners and with Daniel Craig himself to build his character, mixing premiumness, style and irony. After more than 2 years from the brief, the campaign was launched with a long form video and many shorter assets for tv, cinema and digital. The campaign has been aired so far in 71 countries and more will follow when the No Time To Die film will be finally be released in April 2021.

444 Total news article

100+ Countries reached

92% of articles included links to the commercials

7.2K Total mentions

1.4M+ Video views of TVCs