MANILA – Heineken launched the Manila leg of its ‘Cities of the World’ campaign last night at Bonifacio Global City’s Skye Lounge, introducing Manila’s party-going crowd to the legendary lager’s latest initiative to encourage its consumers to buck trends and blaze trails. According to the press release, the campaign is designed to inspire and motivate “Men of the World” to step outside of their comfort zones and “unlock” the secrets of their cities.
Anchored with a series of special edition bottles (the first of their kind in the brand’s history) bearing the names of one of six cities: New York, Shanghai, Berlin, Amsterdam, Singapore, and London. The city-labeled bottles were introduced at different times during the launch event, to accompanying music, with guests invited to share their experiences via the hashtag #OpenYourCity.
In addition to the special edition bottles, a TVC, was introduced; titled, ‘The City’, the spot features an increasingly amazed man about town trying to track down a beautiful woman, using nothing but the cards she left behind in a taxi. Over the course of the spot, he will discover a side to his city that he never knew existed in his quest to track down the girl of his dreams.
As the latest edition in Heineken’s “The Legends” series, ‘The City’ was created in partnership with Wieden + Kennedy Amsterdam to serve as a reminder that “every great city offers an endless adventure within its sky-scraping towers and neon lit streets. It reinforces the notion that men should never stop exploring their own urban backyard.”
To date, ‘Cities of theWorld’ has launched in over 100 cities worldwide since May of this year.
