HEINEKEN PRESENTS: THE MOST REFRESHING BAKERY
2018 ADCN BRONZE LAMP WINNER
ROLE DESCRIPTION: Art Direction, Video Editing, Visual Direction
MY ROLE: For this campaign the concept was already established, and it was my job to Art Direct everything with the help of a designer and a team of producers.
The Art Direction in this campaign involved working on and signing off on every asset – from editing my own teaser film to sell the launch film concept to client, the Art Directing the social posts, to calling the shots on the interior design of the Bakery. I also helped art direct the online films and maintained direction on bakery days.
OBJECTIVE: Create awareness and educate consumers about Heineken’s A-Yeast in an interesting, unique and contemporary way that grabs attention.
BRIEF: To bring to life the fact that A-yeast gives Heineken it’s unique and refreshing taste, we set out to prove the qualities of A-yeast in an entirely different category.
IDEA: Heineken opens a pop-up bakery where we challenge Mark Plaating, a Master Boulange, to bake a one-of-a-kind, great tasting bread using Heineken’s unique A-yeast - with the taste being reminiscent to that of Heineken's beer.
TEASER FILM MOCKUP CREATED BY JOSUA DE VILLIERS
TEASER FILM
CASEFILM
AFTERMOVIE
Graphic Design Elements
THE JOURNEY
Before:
After:
TEAM:
Josua de Villiers - Art Director, Max Kurstjens - Copywriter, Sophia Strydom - Designer, Bas Verwoerd - Director, Dennis Baars - Creative Director, Erik Falke - Creative Director, Darre van Dijk - Chief Creative Officer, Bianca Licher - Producer, Mitchell Duffree - Producer, Ivanka Kempers - Art Department / Interior Director