Heineken campaigns always start with the brand belief that life is more rewarding when you try something new and Open Your World. In this ongoing effort to push consumers out of their film-going comfort zones, Heineken saw an opportunity to take someone from a passive observer to an active participant at Tribeca Film Festival.
And so last month, as a part of a social-call-to-action we (W+K New York) executed with Heineken, hundreds tweeted Heineken their wildest movie ideas for a chance to prove their mettle with a #15secondpremiere at Tribeca Film Festival. Out of hundreds of submissions, Dennis Lazar (aka @awsommovieideas) was chosen to have his tweet produced and directed by a Hollywood film crew, turning his 140 character pitch into 15 seconds of finished film.
Yesterday, Dennis was flown to New York City and given the green carpet treatment, ending his day by seeing – for the first time – the film Wieden+Kennedy New York & Heineken created and produced based on his winning tweet. Last night, Heineken showcased the epic(ally) short 15-second film, Linclone, at a private event at the Tribeca Grand. Guests included Robert De Niro, who stopped by to congratulate Dennis. Following the screening of the movie, Dennis had to stand behind his mini-masterpiece in person, amidst all the fanfare, hoopla and Q&A responsibilities that go along with premiering a movie.
Credits
CLIENT: Heineken
PROJECT NAME: #15SecondPremiere
CONTENT TYPE: Social Campaign & Film
CLIENT CONTACT: Pattie Falch, Andrea Folkerts
LAUNCH DATE: 2/27/14
DURATION OF CAMPAIGN: 2/27/14-4/29/14
W+K NEW YORK
Executive Creative Director: Susan Hoffman
Creative Directors: Eric Steele, Erik Norin
Copywriter: Mike Vitiello
Art Director: Cory Everett
Social Strategist: Jessica Abercrombie
Brand Strategist: Kelly Lynn Wright
Senior Interactive Strategist: Tom Gibby
Community Manager: Rocio Urena
Head of Content Production: Nick Setounski
Producer: Owen Katz
Print Producer: Kristen Althoff
Broadcast Traffic Supervisor: Sonia Bisono
Studio Designer: Chris Kelsch
Account Team: Patrick Cahill, Samantha Wagner, Kristen Herrington
Business Affairs: Lisa Quintela
Project Manager: Rayna Lucier
PRODUCTION
Production Company: Jefferson Projects
Executive Producer: Chris Totushek
Director: Eric Appel
Director of Photography: Mathew Rudenberg
EDITORIAL
Production Company: Whitehouse Post
Editor: Alaster Jordan
Assistant Editor: Matt Schaff
Executive Producer: Lauren Hertzberg
Producer: Alejandra Alarcon
Original Music: The Ski Team
POST PRODUCTION
Production Company: Carbon VFX
Lead Compositor:Matt Reilly
Smoke Artist: Joe Scaglione
AE Artist: Maxime Benjamin
Executive Producer: Frank Devlin
Colorist: Yohance Brown
Surround Mix: Sound Lounge
Engineer: Justin Kooy
Executive Producer: Harrison Nalevansky
CAST & CREW
Abraham Linclone: Robert Broski
Dr. Satterberg: Eric Satterberg
Chief Justice: Paul Gregory
1st Assistant Director: Scott Metcalfe
2nd Assistant Director: Steve Bagnara
Production Supervisor: Megan Sullivan
DIT: Scott Resnick
Gaffer: Cody Jacobs
Key Grip: Kyle Honnig
Best Boy Electric: Brandon Wilson
Best Boy Grip: Ceaser Martinez
Set Decorator: Mark Wolcott
Prop Master: Eric Berg
Sound: Bo Sundberg
Boom Operator: Danny Carpenter
VTR: Carlos Patzi
Wardrobe Assistant: Beckee Craighead
Make-up Stylist: Kat Bardot
Make-up Assistant: Becca Weber
Production Assistants: Atif Ekulona, Eric Browning, Ewa Pazera, Julio Corder, Desire Brumfield Craft
Services: Christina Gonzalez