DANIEL CRAIG VS JAMES BOND
| Title | DANIEL CRAIG VS JAMES BOND |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
B01. Talent: Film, Series & Audio |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Production
|
SMUGGLER London, UNITED KINGDOM
|
|
Post Production
|
THE MILL London, UNITED KINGDOM
|
|
Additional Company
|
HEINEKEN INTERNATIONAL Amsterdam, THE NETHERLANDS
|
Credits
| Bruno Bertelli |
Publicis Italy |
Global Chief Creative Officer Publicis WW |
| Cristiana Boccassini
|
Publicis Italy |
Chief Creative Officer Publicis Italy |
| Marco Venturelli |
Publicis Italy |
Global Executive Creative Director |
| Luca Cinquepalmi
|
Publicis Italy |
Global Executive Creative Director |
| Luissandro Del Gobbo |
Publicis Italy |
Global Executive Creative Director |
| Fabrizio Tamagni |
Publicis Italy |
Associate Creative Director Publicis Italy |
| Michela Talamona |
Publicis Italy |
Associate Creative Director Publicis Italy |
| Mihnea Gheorghiu |
Publicis Italy |
Global Executive Creative Director |
| Milos Obradovic |
Publicis Italy |
Digital Creative Director |
| Gustavo Lacerda |
Publicis Italy |
Associate Creative Director |
| Sandra Bold |
Publicis Italy |
Digital Creative Director Publicis Italy |
| Andrea Parra Vinasco |
Publicis Italy |
Digital content creator |
| James Moore |
Publicis Italy |
International Strategic Planner |
| Mariella Maiorano |
Publicis Italy |
Head TV Production Publicis Italy |
| Carla Solaro |
Publicis Italy |
TV Producer |
| Sabrina Sanfratello |
Publicis Italy |
Producer Publicis Italy |
| David Pagnoni |
Publicis Italy |
Worldwide Account Director |
| Francesca Baldrighi |
Publicis Italy |
Account Director Publicis Italy |
| Silvia Ghiretti |
Publicis Italy |
Account Director |
| Colin Hickson |
Publicis London |
Head TV Production |
| Stuart Williams |
Publicis London |
Senior Strategist |
| Miles Jay |
Smuggler |
Director |
| Chayse Irvin |
Smuggler |
Director Of Photography |
| Fergus Brown |
Smuggler |
Managing Director |
| Gustav Geldenhuys |
Smuggler |
Producer |
| Sam Jackson |
Smuggler |
Production manager |
| Robin Brown |
Smuggler |
Production Designer |
| Sean Hill |
Smuggler |
BTS Director |
| Ben Jordan |
Smuggler |
Editor |
| Hasani Franke |
Smuggler |
Editor |
| Stuart Greenwald |
Smuggler |
Editor |
| Misha Stanford Harris |
The Mill |
Executive Producer |
| Raj Sehgal |
Grand Central Recording Studio London |
Sound Engineer |
Why is this work relevant for Entertainment?
Heineken® has launched its latest James Bond TV commercial featuring Daniel Craig. The launch comes ahead of the 25th James Bond film, No Time To Die. Heineken® has been the proud partner of the Bond franchise for the last eight films.
The TV commercial gives a fresh perspective on Daniel Craig’s iconic portrayal of James Bond. Focusing on the premise that Daniel Craig will always be James Bond in the eyes of his fans around the world. Starting with a high-speed taxi sequence, Daniel Craig is constantly recognized as James Bond by surprised locals as he hunts down his missing
Background
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
Describe the creative idea
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.
Describe the strategy
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.
Describe the execution
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.
Describe the outcome
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