FIRST GLOBAL CAMPAIGN FOR EDELWEISS CAPTURES SPIRIT OF THE ALPS
HEINEKEN has embarked on an adventure with its wheat beer brand, Edelweiss, launching in new markets and introducing its first global TV campaign for the brand.
Edelweiss offers a contemporary twist to a centuries-old wheat recipe, channelling the snow-capped peaks and crisp air of the Alps. The wheat beer is crafted from all-natural ingredients and a unique blend of mountain herbs (including sage, coriander and elderflower).
“Following a successful pilot launch in Korea, Edelweiss continues its ascent with a roll out in Asia-Pacific, including China, Singapore and Malaysia, also launching in Russia and Denmark. We are excited for Edelweiss to join our International Brand portfolio and to introduce our first global campaign, Feel the Alps, taking the viewer on a cinematographic, sensory journey through the Alpine landscape. Inspired by this setting, Edelweiss offers a smooth and easy-to-drink beer with a golden cloudiness and a subtle, fruity aftertaste, providing an invitation to pause and enjoy the playful moments of life,” explains Malgorzata Lubelska, Senior Director Global International Brands at HEINEKEN.
"The film invites us to literally FEEL THE ALPS. No artifice, or distracting music. The whole experience was real, shot in the Alps in Europe, getting the real emotions of the actors truly connecting with nature... the air, the winds, the smells, the cold, the serenity, the fresh water, the essence of the trees. Despite the complexity of shooting in winter on location at an altitude of 2000m, during a global pandemic, we really wanted to depict the true experience of the Alps: a raw experience of a simple product truth: with edelweiss you literally feel the freshness of the Alps in every sip.” FRED & FARID Los Angeles said.
Feel the Alps will air across TV & digital in Korea and Russia this summer and it will premier in other markets later this year. Edits include 15, 25 and 60-second versions. Edelweiss is available for purchase in Korea, China, Singapore, Malaysia, Taiwan, Russia and Denmark in 50cl Can, 33cl Sleek Can, 33cl Bottle and Blade.
The film:
https://youtu.be/xZ1m7Tt_gvo
To download the film in HD:
https://www.dropbox.com/s/53k4sl9nzme7pe7/EDELWEISS%20LF%20FF%20ok.mp4?dl=0
Edelweiss Feel the Alps Credits List
Title of ad: Feel the Alps
Client: Heineken Group
Product: Edelweiss Beer
Global Director International Premium Beer Portfolio: Marcelo Amstalden Möller
Global Marketing Manager: Eric Halgand
Senior Director Global International Brands: Malgorzata Lubelska
Agency: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Art Director: Pierrick Jégou
Business Director: Jules Chaffiotte
Executive Producer: Amanda Van Caneghem
Business Affairs: Jaime Szefc
Production Company: Caviar
Service Production Company: Division
Director: Arnaud Uyttenhove
DOP: Ben Seresin
Executive Producer: Michael Sagol
Line Producers: Maggie McLean & Urska Vardijan
VFX Supervisor: Ben Dekeyser
Product Stylist: Klemen Stare
Drone Pilots: Filip Brazdil & Simon Haupt
Editorial: Cabin Edit
Editor: Mischa Meyer
Assistant Editor: Jonatas da Silva
Executive Producer: Adam Becht
Head of Production: Liz Lydecker
Post Producer: Dale Nicholls
VFX & Online: Shape and Light
Executive Producer: Cara Lehr
VFX Head Creative: Rob Trent
VFX Producer: Arielle Weir
Flame Artist: Sarah Marikar
Colorist: Emiliano Serantoni
Music Composer: Ali Helnwein
Sound Design & Audio Mix: Massive Music