IMMEDIATE BOARDING FOR A GRAND WORLD TOUR.
As part of its latest international “Cities of the World” campaign, Heineken launched a series of bottles featuring the great cities. To ensure the launch of this new City Edition, we partnered with We Love Art in creating a world tour in five stops, from New York to Shanghai via Berlin, Amsterdam and Rio de Janeiro, all in the heart of Gaîté Lyrique, transformed for the occasion into a veritable airport terminal. Flight attendants, steward and captain, billboards in the colors of the brand invited each passenger to go to their gate for immediate boarding. The scenographic solution developed as a set of moving tableaux accompanied the harmonies of the dancers, singers and DJs to transport the guests to the heart of each city.
The red-light district and disco-house of San Proper gave way to the skyscrapers of Manhattan and the flow of Dillon Cooper, while the lights and skylines of the Chinese megalopolis were transformed into the favelas dominated by Rio’s Corcovado, before revealing the industrial areas of Berlin. A meticulous artistic composition that married shapes and volumes, colors and flavors, which skillfully emphasizes the famous beer’s promise of openness to the world.
- Client Heineken
- Agency We Love Art
- Conception and global art direction We Love Art
- Stage design Sabri Tekaïa et We Love Art
- Art direction and videomapping Superbien
- Choregraphy Marion Motin
- Light design All Access Design
- Video projection ETC Audiovisuel
- Video capture and edit Werewolf
- Photography Pascal Montary et Adrien Lachappelle