Heineken : This is the Game

It's all about the code.

Published On
Aug 10, 2011

Editor's Pick

From Wieden + Kennedy Amsterdam comes a series of rousing yet lighthearted spots for Heineken, highlighting its sponsorship of the Rugby World Cup 2011, set to take place in New Zealand this Fall.

The spots tell the story of 'The Code', highlighting a set of rules by which all fans and players live by - such as badly sung rugby songs ('you will respect a man's anthem, even when he murders it'.) They also include archived match footage, and accompanying print ads highlight the rules of the code in retro fashion, inspired by traditional match programs.


Aug 11, 2011
Brand :
Client :
Agency :
Wieden & Kennedy-Amsterdam
Executive Creative Director :
Mark Bernath
Executive Creative Director :
Eric Quennoy
Art Director :
Craig Williams
Copywriter :
David Smith
Agency Producer :
Cat Reynolds
Agency Producer :
Ross Plummer
Art Buyer :
Andrew Koningen
Creative Planner :
Martin Weigel
Production Company :
Director :
Steve Rogers
Executive Producer :
Michael Ritchie
Producer :
Ian Iveson
Director, Photography :
Geoffrey Simpson
Production Company :
Producer :
Katie Smith
Editing Company :
The Editors
Editor :
Bernard Garry
Audio Post :
Wave Sound Studios
Sound Designer/Mixer :
Alex Nicholls-Lee
Executive Producer :
Monique Wichard
Artist :
TItle Design :
"A Soldier's Chorus"
Music Company :
Extreme Music
Post Production :
Flame Artist :
Lise Prud'Homme
Flame Artist :
Kyle Obley
Telecine :
Ben Rogers
Producer :
Hannah McDonald
Illustrator :
Tavis Coburn
Print Production :
Retoucher :
Dario Fusnecher

Need a credit fix? Contact the Creativity Editors

Project Type