By
Rebecca Gibson |
Heineken has leveraged the cruise industry to promote ‘The Odyssey’, its new global advertising campaign, which has been aired in 25 countries on a variety of broadcast and digital platforms.
Developed in collaboration with Wieden & Kennedy Amsterdam and shot in Barcelona, ‘The Odyssey’ campaign showcases 20 different ‘men of the world’ – none of whom are actors – demonstrating various skills, such as diving and tap dancing. The sixth installment of Heineken’s ‘Legends’ series is the first to star everyday men in the lead role, and as the film reaches its conclusion, it becomes clear that many people are morphed into the principal role, each showcasing their individual talents.
“We believe that Heineken drinkers have at least one legendary talent waiting to show to the world and some of these are celebrated in ‘The Odyssey’,” said Audrey Schillings, senior brand manager, Heineken Global Duty Free. “Adventurous travel is definitely something that appeals to Heineken drinkers and it’s great to see ‘cruise’, in its quirkiest sense, featuring in this new global campaign as it’s such a key growth driver for our business in duty free.”
Each of the campaigns in the ‘Legends’ series aims to stimulate Heineken drinkers to challenge themselves. Alongside this, individual markets are developing activities that encourage even more Heineken drinkers to ‘Take the Stage’ and show off their talents, by DJ-ing at a major event, appearing on Centre Court at the 2014 US Open, and more.