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A big trend is the merging of the digital and physical worlds. (Please don’t call this phygital. Really, please.) Heineken is the latest to take a stab at bridging virtual life with real life.
As part of its campaign “Heineken Ignite,” the beer brand, with the help of agency Tribal DDB, has come up with what they are calling the first “smart beer bottle.” The new bottle uses micro sensors and wireless networking technology to sense motion and lights up in response.
The bottle can also respond to music and the output of specific audio and data cues. For example, it can detect different kinds of motion like cheering, drinking or sitting idle on the bar counter. The bottle lights can be remotely activated, so that all bottles can be programed to synchronize to a music beat.
“We wanted to develop an idea that would re-invent the nightclub experience unlocking the power and possibilities of mobile innovation and technology,” said Paul Smailes, global head of digital at Heineken.
This interactive bottle design was part of an innovation workshop exercise the brand created to come up with a way to create an interactive experience with its bottles that uses mobile technology. Heineken used Tribal DDB’s “Spark” process which involves a set program of research, briefing, ideation, development, consumer validation and prototyping over a 10-week period.
“The hardest part of innovation is making it happen within the increasingly faster pace that new technologies and innovations are rolled out,” said Sandra Krstic, deputy managing partner at Tribal DDB Amsterdam. “Heineken recognized it needed to adopt the principles of lean start-ups.”
The brand is testing the Ignite bottle design during Milan Design Week. According to Smailes, the brand will continue to experiment with the bottle and concept in order to determine the next steps and whether or not it will be made available to the public.
The fly in the ointment here, of course, is price. Heineken didn’t say how much the prototype cost, but it’s a safe bet that a smart six pack would set you back a pretty penny.
Story via: Saya Weissman @ DigiDay

Heineken introduces new limited edition star bottles, the first time they've redesigned it's packaging since 1946.

The new "Star Bottle" design (above) is for U.S. consumers and scheduled to be on shelves nation wide by March of next year. The James Bond Skyfall limited editions bottles are below.

"The newly designed Star Bottle allows Heineken to take a huge step forward in the globalization of the brand, which started with our 'Open Your World' marketing campaign and our more recent draught program," says Colin Westcott-Pitt, VP of Marketing, Heineken USA. "The Heineken bottle has gone through a number of progressions but has always maintained its core iconography that has become a symbol of upscale premium beer, and this philosophy will remain the same with the new Star Bottle design."

"The Star Bottle will be available in 12 oz. and 22 oz. sizes and features a taller, thinner shape giving it a more modern and premium look. The bottle also features an embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder. While the bottle is changing, consumers can still expect the same smooth, full-bodied beer with a complexity that balances fruity notes with mild bitterness that has been synonymous with Heineken for more than 100 years."

What do you think about the new bottles?

Cool new web film by Publicis, Milan for Heineken, "Sunrise". The Heineken Legendary hero finds away to enjoy the party responsibly, and ends his night by enjoying a spectacular sunrise with the star DJ Audrey Napoleon. The female protagonist of the campaign is one of the world’s top international female DJ’s and features an exclusive new song called “ My Sunrise”.

Credits:
Advertising Agency: Publicis, Milan, Italy
Creative Directors: Bruno Bertelli, Cristiana Boccassini
Copywriters: Rachele Proli, Michela Talamona
Art Director: Fabrizio Tamagni
Production Company: Sonny, London
Film Director: Fredrik Bond
Production Company Producer: Alicia Richards
Agency Producer: Mariella Maiorano
Client Service Director: Stefania Savona
Account Manager: Giada Salerno
Campaign Mediator: Bela Ziemann
DOP: Mattias Montero
Visual Effects: Cutting Edge
DJ: Audrey Napoleon
Editor: Patrick Ryan

Heineken's new Heineken Cup ad set in the South of France is one awesome football kick.

Credits:
Ad Agency: Rothco, Dublin, Ireland
Creative Director: Alan Kelly
Art Director: Stephen Rogers
Account Director: Grace Looney

Heineken creates yet another great ad, "The Switch" with an even better commercial song. The Switch features the music of Clairy Browne & the Bangin' Rackettes song "Love Letter."

Credits:
Heineken ad 'The Switch': The perfect beer calls for the perfect bar. #theswitch

Music: Clairy Browne & the Bangin' Rackettes — Love Letter
Agency: TBWA\NEBOKO
Director: Martin Krejci

Follow one man's legendary journey to exotic nightclubs around the world before he finally arrives in New York City in the new Heineken "Déjà Vu" ad. Heineken's Arrive Big ad campaign launches in the USA with it's Man Of The World bringing the new taller, sleeker and starred beer bottle with him.

Heineken is looking for designers, creative thinkers, makers and doers to co-create the Lounge of the future. Submit your portfolio at http://heineken.tumblr.com to be a part of a global design collaboration that will be unveiled at Milan Design Week in 2014.

We’re looking for up-and-coming talents in graphic-, product-, motion-, fashion- and interior design. So you have a unique way of looking at nightlife design, and how it can influence behavior for the better – and a portfolio to prove it? The four hubs for this year’s competition will be in New York City, Singapore, Warsaw and Mexico City. Application is open from 9th of April to 31st of May 2013.
We are looking for people that are open to new ways of co-creation with other creatives from all around the world. Who are not afraid to share first ideas and rough concepts. In the month of September we will require full dedication as this is when we will tackle the conceptual thinking around the project.

What would you do to see the world's greatest football players in the 2013 UEFA Champions League final at Wembley? Watch what this guy is willing to do in Heineken's latest ad...chances are pretty good not many of us will be making it to game.

Credits:
Creative Ad Agency: Wieden + Kennedy, Amsterdam
Music: The Kalinka Song

What are men truly made of when taken out of their daily lives and dropped into the great unknown? To find out, Heineken dropped the Irish Murray and the Polish Jakub on a deserted island in the Philippines. And they got to know each other very very well. Legends aren't born, they're dropped.

Credits:
Agency: Wieden + Kennedy, Amsterdam
Production: Wefilm
Country: Netherlands
Director: Roel Welling
Executive Creative Director: Eric Quennoy
Creative Director: thierry albert
Creative Director: Faustin Claverie
Executive Creative Director: Mark Bernath
Art Director: Philip Brink
Copywriter: Hugo van Woerden
Producer: Tobias Wilbrink
Executive Producer: Bas Welling
Agency Producer: Niko Koot
Global Brand Director: Cyril Charzat & Gianluca Di Tondo
Global Communications Director: Sandrine Huijgen
Global Digital Director: Paul Smailes
Global Communications Manager: Sarah Nisenbaum
Global Digital Manager: Nourdin Rejeb
Head of Production: Erik Verheijen
Planner: Nick Docherty
Communications Planner: Richard Oldfield
Episode Directors: Joeri Holsheimer & Lennart Verstegen
Episode Producers: Sara Nix & Bo Polak
Editor: Julien Mangois, Robin Pijpers
AUDIO POST PRODUCTION: Wave Amsterdam
Sound Engineer: Alex Nicholls-Lee
Group Account Director: Jordi Pont
Account Director: Clare Pickens
Account Manager: Luis Ortiz
Project Manager: Jackie Barbour
Business Affairs: Justine Young

During Milan Design Week 2013, Heineken invited everybody to Open Your World at "The Wall of Opportunities". A 64-doors design installation to reveal a mix of art performance, theatre, live music and stunts.

Credits:
Creative Advertising Agency: Publicis, Milan, Italy
Creative Directors: Cristiana Boccassini, Bruno Bertelli
Art Director: Valeria Vanzulli
Copywriter: Francesca Bonomi
Account Supervisor: Giada Salerno
Agency Producer: Mariella Maiorano
General Manager/International Client Service Director: Daniela Di Maio
Production: Dooley Srl
Executive Producer: Marco Astarita
Director and Coreographer: Nikos Lagousakos
Set Designer: Andrea Gallo, Pollo Design
Stylist: Claudia Tortora
Music and Sound Effects: Diego Maggi
Structure and Technology Producer: Giancarlo Campora, Lime Lite
Editor: Stuart Greenwald

Credits:
Advertised brand: Heineken
Advert title: The Seat
Advertising Agency: Publicis, Milano, Italia
Executive Creative Director: Bruno Bertelli/Cristiana Boccassini
Art Director: Alessandro Candito
Copywriter: Paolo Bartalucci
Account Supervisor: Giada Salerno

Account Manager: Paula Santos

Agency Producer: Giulia Atzori — Nicole Lord

Company Production: Bedeschi Film

Producer: Federico Salvi

Director: Gigi Piola

Editor: Fabrizio Squeo

Sol brings ‘Espiritu Libre’ to the streets of London. The original Mexican beer films office workers as they ‘lose the tie’ and live a free-spirited life.

Sol, the original Mexican beer born in 1899, has revealed the hidden ‘free spiritedness’ of London’s desk-bound, 9-to-5ers in a film that sees them ‘Lose the tie, gain some Espiritu Libre’.

The campaign was created for the HEINEKEN-owned premium packaged lager by The Marketing Store, and captures the reactions of a host of city workers as they answer the call to break free and ‘recycle’ their ties.

It’s early evening at Canary Wharf and, after a long day at work, city workers are commuting home at Canary Wharf Underground station. At the station, standing next to the standard recycling bins, many are intrigued to see a tie recycling bin, with the words ‘Espiritu Libre’ printed on it.

We see lots of male city types strip off their ties and drop them into the recycling bin. The intrigue continues when the bin makes an unusual whirring noise as if it’s processing something and, much to the amusement of the men and passers by who have gathered around, we see the severed ends of their ties appear at the flap below. A note is attached to it by a Sol bottle top, bent into a clasp.

The note reads “Free Beer for a Free Spirit…” and offers a complimentary bottle of Sol at The Ledger Building Bar that evening.

The film ends by showing one of the men handing over his severed tie at the bar in exchange for a Sol. The barman pins it up on a board next to lots of other chopped-up ties.

The video is part of Sol’s ‘Espiritu Libre’ experiential activity, which saw the tie recycling bin appear at Jubilee Plaza, Canary Wharf on 21st February.

Vicente Cortina, Sol Global Manager says: “Sol’s ‘Free Beer for Free Spirits’ movement brings Espiritu Libre to the streets of London. The video shows the magic that can happen when you help city workers declare their independence and enjoy a Sol with friends.”

Graham Wall, Executive Creative Director at The Marketing Store, says: “The tie can be a symbol of power and success, but it can also be seen as a shackle, part of the daily grind. We wanted to give office workers back a sense of their true selves – to make bold choices and be rewarded for it. The ‘Espiritu Libre’ activity brings out that free-spirited sense of liberation that every bogged-down city worker has in his heart.”

Credits:
Director, Phil Hawkins
Production, Little Fish Films
Executive Creative Director, Graham Wall, The Marketing Store