Bates brings it together for Heineken campaign

Global - Heineken has rolled out a Bates Singapore conceptualised global TTL campaign as part of Heineken's sponsorship of the Rugby World Cup - the local creative will be shown in countries such as Singapore, Malaysia, Australia, New Zealand and Ireland.

The integrated campaign draws on the theme of ‘One world, one cup, one beer' and also includes a TVC titled ‘Continental shift', which was styled as an epic blockbuster movie - this is the second campaign that Bates Singapore is helming for Heineken's global Ruby World Cup campaign in their 14 year relationship.

"What's important is that it was our local team of Joseph Tay and Raymond Quah that pulled together to create a global creative piece of work for Heineken," Peter Skalberg, CEO, Bates 141 Singapore and regional director SE Asia said.

‘Continental shift' is premised on the passion fans have for rugby and the beer and features fans joining forces to move continents from the earth's foundations in order to get to the 2007 Rugby World Cup in France.

"There are no fans like rugby fans and we felt the epic nature of the event, along with the stature of Heineken, had to be conveyed through them and the lengths they would go to for a Heineken," Robert Gaxiola, ECD at Bates Singapore said.

"When Bates Singapore first presented the idea, we knew that they captured the essence of Heineken's association with the event - the integrated campaign including the commercial not only communicates Heineken's international involvement, but also serves as a powerful brand building tool," Jan Schapink, Heineken international communication manager said.

The global campaign will incorporate TV, print and cinema ads, consumer production and BTL elements.