|Product / Service||HEINEKEN “CITY EDITION”|
|Category||A05. Branded Live Experience|
|Entrant||WIEDEN+KENNEDY SHANGHAI, CHINA|
|Entrant Company||WIEDEN+KENNEDY SHANGHAI, CHINA|
|Contributing Company||WIEDEN+KENNEDY SHANGHAI, CHINA|
|Production Company||STINK Shanghai, CHINA|
|Yang Yeo||Wieden+Kennedy Shanghai||Executive Creative Director|
|Paul Stechschulte||Wieden+Kennedy Shanghai||Executive Creative Director|
|Winson Woo||Wieden+Kennedy Shanghai||Creative Director|
|Wanshi Lu||Wieden+Kennedy Shanghai||Creative Director|
|Fish Ho||Wieden+Kennedy Shanghai||Designer|
|Kevin Lunsong||Wieden+Kennedy Shanghai||Designer|
|Will Dai||Wieden+Kennedy Shanghai||Designer|
|Bernice Wong||Wieden+Kennedy Shanghai||Producer|
|Rob Campbell||Wieden+Kennedy Shanghai||Strategic Planning|
|Leon Lin||Wieden+Kennedy Shanghai||Strategic Planning|
|Paul Goodnight||Wieden+Kennedy Shanghai||Media/Comms. Planning|
|Leo Chu||Wieden+Kennedy Shanghai||Account|
|Dino Xu||Wieden+Kennedy Shanghai||Account|
|Jessica Deng||Wieden+Kennedy Shanghai||Business Affairs|
|Theresa Shehadeh||Wieden+Kennedy Shanghai||Project Manager|
|Angie Wong||Wieden+Kennedy Shanghai||Head of Production|
|Kosai Sekine||Stink Shanghai||Director|
|Mackenzie Sheppard||Stink Shanghai||Director|
|Demond Loh||Stink Shanghai||Executive Producer|
|Louise Kwan||Stink Shanghai||Executive Producer|
|Sally Shi||Stink Shanghai||Line Producer|
|Oliver Millar||Stink Shanghai||Director of Photography|
|Pang Wai Fong||Editor|
|Barry Greaves||Technicolor Shanghai||VFX Supervisor & Flame Artist|
|Lily Li||Technicolor Shanghai||VFX Producer|
|Vincent Taylor||Technicolor Shanghai||Colorist|
|Hifana||JKD Collective Inc.||Composer & Sound Designer|
|Bruce Ikeda||JKD Collective Inc.||Producer|
|Matthew Koh||Neon Sound Singapore||Mixer|
|Michelle Tsao||Neon Sound Singapore||Producer|
Most of the branded entertainment here in the market is just promoting the brand name, instead of producing content that intrigue people want to watch. In many cases, brand entertainment is just long ad.
The agency is sending those who are curious enough to a mysterious lane house in the city. To set this campaign in motion, multiple invitations are placed and hidden all over Shanghai. From a classic duvet to a singing music cart strapped to a bicycle, all but dotting to one single mysterious address, will arrive at a Heineken green door. A velvet barber chair awaits quietly to send them on a deranged cities experience – from a tulip field to a carnival to a full size half-cut yellow cab. And as the chair returns to normality, Heineken uses 3D imaging and printing technology to create 1:1 scale statues of all participants to celebrate their curiosity at an undisclosed location three weeks later.
We placed the QR code on the statue to turn it into media driver for people to know about the story, and also we seeded the content to multiple PR sites and major online influencers to maximize the coverage. 15 secs pre-rolll also been created for online video sites to drive the audience to see the whole experience film.
Video got more than 4 million video in only 2 days. 40 million impressions on social media, where the conversation actually happens and Heineken saw 24% positive impact on the brand closeness with the consumer.
In a country where curiosity isn’t something people will encourage, we send out a hidden invitation to bring those who are curious to an adventure they will never forget. And we documented the whole journey, share with the whole nation to inspire more to be curious about the city they are living in.