Heineken clicks selfies from space for latest James Bond-themed campaign

As part of its integrated global Spectre campaign, Heineken has unveiled a new TV ad featuring Daniel Craig as James Bond in a high speed boat chase. In addition to the TVC, a digital campaign featuring the world’s first ever selfie from space, dubbed the ‘Spyfie’ will also be running.

Heineken’s Spectre campaign is the brand’s largest global marketing platform of 2015. The Heineken TVC will be launched mobile-first via Facebook, and will be shown on TV and cinema screens worldwide 24 hours later. Heineken’s TVC uses Spectre cinematographers and stuntmen to ensure the action sequences are authentically Bond. The added twist involves a young woman, Zara, who accidentally becomes involved in a high-speed boat chase where she helps the world’s favourite spy to save the day.

Check out Heineken’s Spectre TVC:


For its digital Spectre campaign, Heineken will be taking the world’s first ever selfie from space called the ‘Spyfie’. Heineken partnered with Urthecast to take ultra HD imagery using its camera on the Deimos satellite, currently in orbit 600km above the Earth’s surface. Via a relay of technology, Heineken will create a selfie for the lucky attendees, recruited from around the world, of the brand’s exclusive Spectre screening event in a secret location in early November.

The Spyfie content will be bespoke for each attendee of the top secret experiential event, and will be sent to their mobile devices for use on social media.

Benjamin Chng, marketing manager of Heineken Singapore said, “In celebration of a partnership spanning 18 years, our Spectre campaign is our most innovative ever. The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan’s experience. By featuring Daniel Craig in our TVC and activating Spyfie once again we will give fans access to the world of James Bond”.

Consumers will also be given access to exclusive Spectre content, through an estimated half a billion Spectre bottles on sale around the world. Consumers simply need to scan the Heineken logo on special edition Spectre bottles, cans and packs to unlock exclusive content with Daniel Craig, plus behind the scenes footage from five of the movie’s dramatic locations; Mexico City, Rome, London, Austria and Morocco.

Heineken’s association with the James Bond film franchise dates back to 1997’s ‘Tomorrow Never Dies’, with Spectre being the seventh consecutive film in the partnership. Spectre, the 24th James Bond adventure, from Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, will be released in the UK on October 26 and in the US on November 6.