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Heineken's 'Quantum' Campaign To Feature Olga Kurylenko

Director working against the clock to deliver first cut to producers

http://www.adweek.com/aw/content_display/n...f16757ac5?imw=Y

First pic of Olga with Heineken...



CHICAGO Heineken is using James Bond's new leading lady, as well as actual sets and scenes from the upcoming film Quantum of Solace, in a global integrated campaign for the beer brand.

The partnership marks the fifth consecutive tie-in between the Dutch beer brand and the Bond series. The new ads will feature actress Olga Kurylenko, who plays the character Camille in Quantum of Solace, which will be released in the U.S. on Nov. 4. Support includes TV, cinema, digital, outdoor and POP outreaches in 40 countries. The execution, via TBWA, Amsterdam, will be akin to Heineken's TV spot for the 2006 release of Casino Royale, which featured actress Eva Green. She was in an elevator standing next to a waiter who was delivering a bottle of Heineken to Bond's hotel room.

The international premiere of the film in London on Oct. 31 will be preceded, depending on market, with radio promotions, sweepstakes and in-store programs. Part of the activation -- timed with local premieres for about six weeks -- will include a program with the working title: "Enter the World of Bond." G2, London, lead the digital and offline efforts to create the program.

"We've done diligence in 11 countries, in four continents, about consumer awareness, consumer relevance and fit," said Chris Carroll, Heineken's global manager, brand experience. "What we know is this Bond world, although not real, is highly aspirational. It does share brand values of being international, premium, quality and style with the Heineken brand very well. What we will do is try to let consumers have access to this world of Bond."

The campaign also will include a change in Heineken packaging appearing in stores by September. Carroll declined to elaborate. Previously, the brewer distributed Heineken aluminum bottles as part of a 2003 tie-in with Matrix Reloaded.

Quantum of Solace is in postproduction editing, so whether Heineken will appear in the film is not definite. But product placement aside, Heineken has been creating its own silver screen moments since it featured Trinity (Carrie-Anne Moss) clad in black leather in a spot that streamed on its own Web site and YouTube weeks before Matrix Reloaded opened in theaters. That campaign marked the beginning of Heineken's strategy of aligning with movie partners that provide not merely film clips, but also access to stars, movie sets and work collaboratively on the international front.


Also:

http://www.mad.co.uk/Home/Home.aspx

Pic of Olga featuring the Kia.

(not much really )

This post has been edited by danslittlefinger: 15 August 2008 - 01:05

Suh-weet!

She certainly reaches the other parts that women cannot usually reach. .

She's looking pretty good there.

Although I'm not very keen on her, I'd like her to serve me one in a pub!

I normally wouldn't drink beer in bed, but she can certainly bring me one. She's a stunner!

Ahh, this brings back memories!

Anyone remember this?
http://www.youtube.com/watch?v=d2zf7JN_frY

Always thought that Casino Royale ad was a bit too overcomplicated.

Why dont they have a Hooters ad with Judi Dench? They could have M wearing a Hooters T Shirt as Product Placement...

That's a particularly disturbing idea.

Almost as bad as the Ford product placement...

One of these days they might as well do that. If they give the reins to Lee Tamahori again.

You dirty dirty man...

You made me guess, which made me a dirty dirty man...