Posted by: Bulletproof | Date added: Thu 27 Feb 2014
Heineken has just launched the next campaign within its Legends platform, ‘The Odyssey’, with a global Visual Identity System (VIS) designed by international brand design agency Bulletproof.
This was the first Heineken project awarded to Bulletproof by the Heineken global design team and the agency were appointed based on the strength of their credentials and other work within the HEINEKEN Group. The project kicked off in March 2013.
The agency was briefed to create the VIS for ‘The Odyssey’*, part of which was a ‘Take the Stage’ promotion, which invites adult consumers to show the world their legendary talents on one of three celebrated Heineken stages.**
The VIS needed to translate across global markets, be effective across multiple communication platforms such as music, art, film and sport and be flexible for application across digital, in-store and packaging.
Els Dijkhuizen, Heineken® concept development manager says: "We wanted to create a strong visual link across all touch points for this campaign, making it iconically Heineken. This is the first time we have worked with Bulletproof, but their approach and design strategy provided the missing link, helping us to achieve our ambition of a coherent and recognisable campaign."
Bulletproof says: “"The most effective solutions are usually the most simple and this 'Visual Identity System’ ticked both boxes. The trick was to find the right combination of bold, iconic branding with a clear campaign story that translated across all markets and that could be flexible enough to communicate on multiple platforms and on all formats.
The result was a coherent and spectacular campaign, which successfully balanced the iconic branding with the overall campaign story.”
* The television campaign was created by Wieden + Kennedy Amsterdam
** The 4 stages are 1) the set of the next James Bond film 2) DJ-ing at the Heineken House at a 2014 music festival or 3) center court at the 2014 US Open and 4) art
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