Heineken Serenade for Valentine’s Day
Heineken has been fostering romance in the lead up to Valentine’s Day 2012 with the launch of a fun new Facebook application called ‘The Serenade’. Based on the brand’s second global film ‘The Date’, the new app enables Heineken consumers to send humorous personalized songs to potential partners, inviting them on a date. Available in twenty languages, ‘The Serenade’ is designed to put love in the air and smiles on faces around the world. Millions of adult consumers across the globe will be able to participate and create their own Serenade songs via Heineken®’s Facebook page.
On Thursday 9 February, Heineken hosted ‘Serenade Live’, an 8-hour YouTube event, during which Heineken fans around the world had the chance to ask someone out on a date in a legendary way with a serenade. This unique serenade was written and performed live to their loved one by the Serenade Band. Event viewers were able to watch their reaction live, and interact with the Serenade team, the presenter, the Band, and some rogue sound engineers.
“The Serenade” is part of the brand’s ‘Open Your World’ global campaign which celebrates and encourages aspirational behaviours among adult consumers. It follows the recent launch of ‘The Date’, which celebrated a man taking a woman on a legendary date, set to the catchy 1960’s Bollywood track, Jaan Pehechaan Ho by Mohammed Rafi. Through the app the same band that appeared in the ad will create songs for Heineken® fans.
The Serenade campaign was developed at Wieden+Kennedy, Amsterdam, by executive creative directors Eric Quennoy and Mark Bernath, art director Philip Brink, copywriter Hugo van Woerden, broadcast director Erik Verheijen, agency producer Christian Downes, planners Richard Oldfield & Stuart Parkinson, group account director Clay Mills, account lead Dan Colgan with Jasmina Krnjentin, digital producers Arnaud Ronquillo and Guido van den Meersche, project manager Sharon Kwiatkowksi, business affairs manager Barrie Williams, PR director Héloïse Hooton, working with Heineken team Cyril Charzat (Global Brand Director), Sandrine Huijgen (Global Communications Manager), Josefien Olij (Global Communication), Floris Cobelens (Global Digital Manager), Nourdin Rejeb (Global Digital), and Stijn de Bekker (Project Manager Webcentre).
The Serenade app was developed at Perfect Fools, Amsterdam, by account directors Patrick Gardner and James Goode, producers Markus Björk, Patrik Sundberg, Elin Lager, Louise Carell, Drew Popple, Johanna Boäng, developers David Genelid, Martin Torhage, Mattias Hallqvist, Stefan Lagergren, designer Viktor Watterbäck, tech lead Björn Uppeke, motion designer Karl Nord, photographer Alexander Radsby.
Audio post production was done at The Ambassadors by sound designer/mixer Rens Pluym. Music, “Jaan Pehechaan Ho”, by Mohammed Rafi, courtesy of Saregama PLC / Orchard Enterprises, was supervised by Beth Urdang at Agoraphone with musical director Jonny Gee.
Post production was done at Glassworks, Amsterdam, by Flame artist Morten Vinther, colorist Scott Harris and producer Phil Linturn.
Live event production was done at Infostrada/CMI by production director Joris Boerhof, executive producer Nancy de Kort, director Danny Melger, editor in chief Job Mastenbroek.
Digital media was produced at AKQA Amsterdam by executive creative director Nick Bailey, associate creative director Ivar Eden, planning director Laurene Parkes, strategic planner Xavier Feliu, executive producer Kristopher Smith, group account director James Scott, senior technical manager Andrew Scanlon, technical delivery manager Chris Williams.