To celebrate Heineken’s ‘Cities of the World’ global campaign, Heineken produced a set of bottles with one of six global cities printed on it: Tokyo, Berlin, Amsterdam, New York, London and Rio de Janeiro. To launch the campaign we designed, choreographed, and coordinated a VIP launch party around the limitless 360 degree cityscape views in Tsukiji / Ginza at Restaurant Luke.
The creative strategy was built around anticipation, designed in stages, and culminated in an announcement revealing the new Tokyo City Bottle to opinion leaders. 300 selected guests and press dined on hors d’oeuvres featuring each nation while dancing on two patios off the 47th floor overlooking views of both Tokyo Tower and Skytree. We invited celebrity DJ Max Chipchase from LA to spin in a booth built out of 450+ Heineken Tokyo City Bottles. To provide an unexpected way experience the city, we designed a pair of kaleidoscope films combining Tokyo city imagery and Heineken “Open Your Bottle To Open The City” content. A special viewing of the new two minute “The City” TVC aimed viewers to discover and go their beyond limits.