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Heineken Short Film Reveals Groundbreaking Discovery Behind Lager Recipe for New H41 Beer



Heineken has launched a short film to unveil its revolutionary discovery for lager brewing that has resulted in new ‘wild lager’ beer brand - H41. Shot in Patagonia by Emmy-award-winning production company, Evolve Studio, ‘A Wild Lager Story’, reveals how the discovery of a new yeast strain, has led to the creation of a lager recipe that would have previously been impossible.

The three-minute 44-second film, delves into the story behind the discovery, a happy accident by Microbiologist, Diego Libkind. When walking the stunning landscape of a Patagonia national park, Libkind encountered a form of fungi that he didn’t recognise. Analysing the element back in his lab, he realised that it was a little-known and previously undiscovered form of wild yeast – the ‘mother’ to all lager yeast. The film follows Heineken Global Master Brewer, Willen Van Waesberghe, and Diego Libkind as they come together in South America. They retrace the yeast’s discovery and use it to brew a completely new tasting lager like no other.

To craft the film, Heineken enlisted Emmy-award winning production and post production company Evolve Studios. The content company shot, edited and finished the brand film.

After partnering for the project, National Geographic and Heineken brought Evolve Studios on board. The content company worked collaboratively with the brands to devise the creative approach and produce the film.
Capturing the moments between those behind discovering and brewing the groundbreaking beverage presented some challenges, says Joel Edwards, Co-Founder at Evolve Studios: “At the time of shooting, the characters were on a press tour. This meant that during the three days of shooting we had a somewhat limited window of access to them. We had to strategically choose the moments to pull them away and film them whilst capturing the right scenes for the story. It was tricky, but we got what we needed!”

Credits
HEINEKEN
Brand Creative Director | Raul Esquer

NATIONAL GEOGRAPHIC
Director, Content | Valicia Brown
Senior Director, Production / Creative | Tom King
Manager, Digital Advertising / Production | Katie Kornstein, Kim Kopp
PRODUCED, FILMED & POST PRODUCTION BY EVOLVE STUDIO

EVOLVE PRODUCTION TEAM
Executive Producers | Joel Edwards, Jesse Edwards
VP Operations / Sr. Producer | Daniel Kiedis
Producer | Jen Lewis

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DQ Provides Happy Experiences for Families via Subscription Box Campaign


As the school year comes to a close and millennial families gear up for summer, DQ launched a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.

The DQ Box of Happy was rolled out this June and was offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a non-flammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.



The concept came from Kansas City-based creative agency Barkley, which drew inspiration for the boxes from their modern consumer knowledge that millennials prefer to use their purchasing power on experiences over material things. “Subscription boxes by nature are just a way to accumulate more stuff,” says Tim McCracken, Creative Director at Barkley, “We wanted to turn the subscription box concept on its head and create a box that offers what families really want this summer: time together.”

“Families create sweet memories whenever they visit a DQ store,” says Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen Corporation (ADQ), “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”

The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at DQBoxofHappy.com.

This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.

CREDITS:

Dairy Queen
Maria Hokanson - EVP, US Marketing
Whitney McChane - VP, Marketing Communications
Cassie D’Kae - Integrated Communications & Public Relations Manager
Lisa Jesser - Integrated Marketing Manager
Jenell Lammers - Content & Social Media Marketing Manager


Barkley
Tim Galles - Chief Idea Officer
Katy Hornaday - Executive Creative Director
Berk Wasserman - Group Creative Director
Tim McCracken - Creative Director
Justin Smith - Sr. Copywriter
Chris Larberg - Sr. Art Director
Jasmine Henry - Producer
Chris Cardetti - Executive Strategy Director
Molly Griffin - Sr. Strategist
Justin Sutton - VP, Brand Leader
Julia Unverfehrt - Brand Supervisor
Madison Stanze - Assistant Brand Manager
Shelley Schulenberg - Senior Print Production Manager
Bailey Grover - Social Director
Katy Zimmerman - Social Supervisor
Macy Kaufman - Social Specialist

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