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W+K Amsterdam’s World Cup Spot for Heineken Is…Perplexing


“What the hell was that?” — That is our (and, we’re guessing, your) reaction to “Oranjekoorts (Orange Fever),” W+K Amsterdam’s 2014 FIFA World Cup spot for Heineken, the agency’s first work for Heineken Netherlands.

The campaign actually began earlier this year with the search for Heineken’s first Chief Orange Officer (you can’t make this shit up), described as a “legitimate [cough] full-time role that sought a representative as Dutch as Heineken, but who shared the same international outlook and would be committed to spreading Orange Fever in The Netherlands and across the globe.” Heineken advertised the legitimate position on their own recruitment channels and throughout the Netherlands. After reviewing more than 2,500 applicants, the position was awarded to Marco van Houwelingen, who will fill the year long role at Heineken’s Amsterdam headquarters.

The 65-second spot features a float representing “everything great about the Netherlands and the Dutch,” making its way through a Brazilian Carnival. Lead by Heineken’s Chief Orange Officer, the float includes a windmill, illusionist Hans Klok, and Dennis Bergkamp, among various other weirdness. Float participants all dance to a samba version of the song “No Limit” by 2 Unlimited, “one of the world’s favorite 90’s anthems” (which is not how anybody outside the Netherlands would describe the song). Watch the confusing mess for yourself above, and stick around for credits after the jump. Maybe you just have to be Dutch to get it.

Credits:

HEINEKEN – ORANJEKOORTS (ORANGE FEVER)

 

HEINEKEN GLOBAL

Global Brand Director: Gianluca di Tondo

Global Communication Director: Sandrine Huijgen

Global Communication Manager: Sarah Nisenbaum

 

HEINEKEN NETHERLANDS

Marketing Director: Bram Westenbrink

Senior Brand Manager: Rob van Griensven

 

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Directors: Mark Bernath & Eric Quennoy

Creative Directors: Theirry Albert & Faustin Claverie

Art Director: Andy Parsons

Copywriter: Fred Rodwell

Head of Broadcast Production: Erik Verheijen

Broadcast Producer: Lars Fabery de Jonge

Planner: Nick Docherty

Group Account Director: Jordi Pont

Account Director: Clare Pickens

Account Manager: Elianne Vermeulen

Head of Studio: Jackie Barbour

Studio Artist: Philip Cronerud

Project Manager: Janna Harrington

Business Affairs: Emilie Douque

 

FILM PRODUCTION

PRODUCTION COMPANY: TVC BISCUIT FILMWORKS, LONDON, UK

PRODUCTION COMPANY TAG ONS: Brenninkmeijer & Isaacs (B&I), AMSTERDAM

Lead Director (Biscuit): Jeff Low

Director Bumpers (B&I): Coen Stroeve

 

EDITING: CUT AND RUN LONDON, UK

Lead Editor: Eve Ashwell

Secondary Editor: Jack Singer

 

AUDIO POST: 750MPH LONDON, UK

Sound Designer/Mixer: Sam Ashwell, Phil Bolland

Audio Post Producer: Sam Robinson

MUSIC: remix Schmooz Paris

POST PRODUCTION MPC

VFX Producer: Sharuddin Rosunally

VFX Supervisor: Iain Murray

3D Supervisor: Anthony Bloor

Colourist: Aline Sinquin

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