HEINEKEN's Cool New Interactive Interview is All About Choice
Cloudfactory, the Amsterdam-based creative studio, HEINEKEN and Dutch production company Wefilm have co-created a new employer brand campaign for HEINEKEN called 'Go Places,' a creative and engaging experience aimed at amazing potential talent with the essence and spirit of the company.
Through a whimsical manifesto film and an interactive experience called The Interview, both available here, “Go Places” perfectly illustrates the distinctive and spirited culture prospective talent could expect from working at HEINEKEN.
Starring real HEINEKEN employees, viewers will get an authentic view of the company’s unique and adventurous personality, as well as the rich world of opportunities across its 250 brands in 70 markets.
“Go Places is like a trailer into what real life at HEINEKEN is like,” said Sandrine Huijgen, partner at Cloudfactory and co-creative director on the campaign. “When people take The Interview, they’ll immediately get the feeling that HEINEKEN is a company like no other and will get a good sense of the humour, energy and vibrancy of its employees.”
When entering The Interview, the viewer will meet an Interviewer who explains that choices define personality, and that personality is crucial at HEINEKEN. The Interviewer pokes and prods, asking a series of 12 timed questions designed to tease out whether you’re the kind of person who would thrive at HEINEKEN. In the end, you’ll find out whether you’re a Pioneer, an Achiever, an Investigator, or a Mediator, to name a few.
“The Interview doesn’t resemble a real job interview, which is fitting because HEINEKEN isn’t your average company,” said Jessica Kersten, partner and co-creative director at Cloudfactory. “It’s meant to excite talent into understanding what a big personality HEINEKEN has, and its about the personality traits – like social openness and a sense of adventure - that they’ll need to do well at the company.”
Gianluca Di Tondo, Senior Director Global Heineken Brand, added, “For this campaign we were looking for something truly unique to capture the spirit of HEINEKEN. Cloudfactory was the perfect shop to collaborate with – they dug deep into the DNA of our company and were able express it in the most imaginative possible way.”
GoPlaces will be promoted via social media such as LinkedIn and Facebook. Prospective employees who take The Interview can progress their applications further by visiting HEINEKEN’s global or local career sites to explore available roles.
Client: The HEINEKEN Company
Sponsors: Chris van Steenbergen, Gianluca Di Tondo, Soren Hagh
Project Lead: Alfonso Aunon Garcia
Project Team: Dario Gargiulo, Nikki van Deijzen, Kelsey Sibley, Stephanie Peels
HEINEKEN Casting director: Saskia den Hollander
Creation: Sandrine Huijgen, Jessica Kersten, Olivier Teepe (digital creative), Michael Diederich (copywriter), Lennart Verstegen (Wefilm)
Managing Partner: Sandeep Chawla
Account director: Lennard Franken
Agency producer: Stefany Rietkerk, Lars Fabery de Jonge, Jeanette Luttik
Traffic manager: Saffron Pape
Director: Lennart Verstegen
Producer: Bo Polak
Executive producer: Tobias Wilbrink, Bas Welling
Offline editor: Nick Rozenberg
Post production: The Compound
Photographer: Jan-Willem Kaldenbach
Styling: Alette Kraan
Set Design: Florian Legters
DOP: Rutger Storm
Sound: Sauvage Sound
Interactive Design: Superhero Cheesecake
Cast: Thanks for all HEINEKEN Employees who participated.
Category: Alcoholic drinks , Beers