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Why W+K New York Cloned An Evil President Lincoln For Heineken



Tweet inspires 15 second short film for Tribeca Film Festival

Why W+K New York Cloned An Evil President Lincoln For Heineken

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.


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


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 Company: Jefferson Projects

Executive Producer: Chris Totushek

Director: Eric Appel

Director of Photography: Mathew Rudenberg


Production Company: Whitehouse Post

Editor: Alaster Jordan

Assistant Editor: Matt Schaff

Executive Producer: Lauren Hertzberg

Producer: Alejandra Alarcon

Original Music: The Ski Team


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


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

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