Dutch beer brand Heineken has netted Taiwanese actor Chang Chen as its first Chinese spokesperson, aligning with the brandâ€™s 2016 global marketing campaign â€śThere’s more behind the starâ€ť.
Starred Chen, the 15-second TVC is filmed by Taiwanese director Mong-hong Chung, and Hong Kong photographer Wing Shya is responsible for some of the print ads.
To celebrate the launch of the campaign, the brand has created a number of 1:1 bars across the country, serving as launch venues and open to public for a week.
Chen made his appearance as a spokesperson at the launch event, enjoying the first-hand experience with other beer enthusiasts at the first â€śBehind The Starâ€ť bar opened at Shanghai Xintiandi.
The first virtual bar employing 360 CGI Panoramas technology is also set to launch, allowing consumers to discover the product story and heritage behind the global brand.