‘Heineken Refreshes the Parts Other Beers Cannot Reach’ Campaign
(Image from the campaign)
This campaign focussed on the idea that beer was not just to get you drunk, but also refreshes and rejuvenates the body and soul. This campaign showed famous people and objects being refreshed (indirectly by Heineken as they are rarely shown actually drinking it). People responded very positively to this campaign, most likely because of the interesting and abstract style as well as the familiar and famous characters.
(The Spock poster was one of the more iconic characters featured)
The person behind the ‘refreshes the Parts…’ Campaign was Frank Lowe, who presented his idea to Anothony Simonds-Goodling while the pair were on a flight to St Petersburg. He had written it on a sick bag.
The campaign supposedly came to life so quickly (in an attempt to be the first to use the idea) that some images ran to the public before client approval. Bad but effective advertising and practice as many companies since have used the idea in other ways but few as effectively.
Heineken, being of Dutch origin wanted to connect easily with Europeans when the campaign ran first there in the 80s. This lead to the employment of comedian Victor Borge for their voice overs. This struck as slightly odd, as Borge was Danish.
In summery; Heineken’s advertisements worked very well due to their surrealism, iconic characters and interesting new ideas. If we were to pursue this client project, we would need to channel these things into our character designs.
TD; Research and analyse “RedBull Gives you Wings’ Campaign.
jaredkennedy 