This Heineken Stunt Puts Pedestrians in U.S. Open Umpire's Shoes

Turns Out Quieting People Down Is Not so Simple

Published On
Aug 25, 2014

Editor's Pick

There's a reason why tennis games are so quiet outside of athletic grunting and the sharp sound of a ball hitting racket fibers. Well, maybe there are two reasons. One is that players need to focus, and the second, probably more obvious reason, is that the umpire actually asks the crowd to calm itself.

Just in time for U.S. Open opening day, Heineken premiered this stunt in which New York City-dwellers and visitors were granted the opportunity to win two tickets to the tournament. For the ploy, titled "Quiet Please," passersby in New York City's busy Union Square were challenged to perch themselves in an umpire's chair and silence those around them. A camera captured numerous attempts. The final one, from a slightly shy woman who asks her beau to marry her, proves to be the most effective and ultimately, she scores the tickets. But her question prompts a very important follow-up question -- "Did he say yes?"

Credits

Date
Aug 25, 2014
Brand:
Heineken
Client:
Heineken
Agency:
W&K New York
Executive Creative Director:
David Kolbusz
Executive Creative Director:
Susan Hoffman
Creative Director:
Erik Norin
Creative Director:
Nathaniel Lawlor
Copywriter:
Mike Vitiello
Art Director:
Cory Everett
Creative Team:
The Kennedys
Social Strategist:
Jessica Abercrombie
Brand Strategist:
Kelly Lynn Wright
Digital Strategist:
Tom Gibby
Community Manager:
Rocio Urena
Director, Content Production:
Nick Setounski
Producer:
Luiza Naritomi
Producer:
Orlee Tatarka
Producer:
Blakely McKnight
Producer:
Kristen Johnson
Production Intern:
Naheem Kujenya
Business Affairs Manager:
Lisa Quintela
Project Manager:
Danielle Rounds
Director:
Dan Levin
Director, Photography:
Evan Jake Cohen
Editor:
Fred Brehm
Assistant Editor:
Gabriela Dessitore
Visual Effects:
Christian Mroczka
Sound Design/Mix:
Eric Hoffman
Editing:
BrehmLabs
Audio Producer:
Audio Engine
Production:
Legs
Creative Director:
Eric Steele
Producer:
Lorenzo Ragionieri

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Project Type