In December we wrote about Heineken discovering Facebook as the perfect medium to talk with its consumers. But to become ‘Liked’ on Facebook as a brand you need to produce content that has the potential to be liked. The Entrance by Wieden+Kennedy definitely did have that quality. It helped Heineken to reach one million Facebook friends within no time. To thank its new Facebook friends, the Dutch beer brand returned the favour offline by making another special entrance. What is odd about this gesture is that it seems only targeted at men who drink Heineken – not at the actual (female) ‘Likers’ of the fanpage. But maybe we’re being too critical. After all, this crossover between a commercial and a guerrilla ad didn’t cost much, comes across as sympathetic and sexy, and generates some exposure. We don’t know who created it, but recognized some AKQA faces, so maybe they’re behind it.

Update: Yes, AKQA is behind it.

Mobile telco provider Hi embraced Facebook over the past years and especially the ‘Like’ icon. And since in Hi’s most recent commercial the brand shows how we sometimes neglect our moms, it introduced this Mother’s Day tattoo, created by Morrison Schiffmacher (the daughter of the famous tattooist Henk Schiffmacher) to make ‘mama’ feel special. It is an app that allows you to create a virtual tattoo through your webcam. You can scale it, turn it, blur it, etc. to make sure it looks like a real tattoo. And then, of course, you can make it your profile picture or – better even – send it to your mom to freak her out and make her love you at the same time. What a great idea. On top of this, you can even win the tattoo in real ink, if you give Hi a good reason for wanting it – and not have much taste, for that matter. Created by FHV/BBDO.

Heineken has a history of launching premiums – to be obtained through a crate of beer – before the European and World Championship of football. The last 4 tournaments Heineken’s agency TBWA created all sorts of hats that enabled the audience to make some noise during the matches – last time, in South Africa, it was the Pletterpet. This spring – getting ready for Euro2012 – Heineken (and TBWA) not only exchanged the hat for a shirt, it also changed the tone of the commercial around the event. The advertising now feels weirdly incongruent; it starts with three guys that seem to have walked out of a bad Italian car commercial. And then it continues with ‘international’ shots. Even the ‘drinking-with-mates-in-a-bar’ shot is anything but Dutch – with fake bar and exotic models. The only thing that is really Dutch about the commercial is the KLM plane wearing an orange shirt and the ‘haha’ joke with ex international Ronald Koeman at the end. It feels as if the Dutch beer brewer was in a split between being the global, cosmopolitan brand and a chauvinistic football friend that wants to sell as much beer as possible in the supermarket. Well, in our opinion, it’s none of the above and stuck in the middle. And when you ask yourself what’s up with the numbers, you have to guess, cause the voice-over only speaks of supporting Orange with ‘your legendary deed.’ Oh well, whatever, we’ll probably drink a few Heinies during Euro2012 anyway.

Photo: Maurice Mikkers
The biggest winner last night at the ADCN (Dutch Art Director’s Club) awards was Lemz. All the ‘bulbs’ – of which one was a Grand Prix (the very best integrated work) – went to their Fireworks campaign. Our very favourite campaign of the year Domino’s Pizza Pepperoni by Indie won one Golden and two Silver bulbs (TV, internet and activation) – in our opinion it was at least as good as Lemz’ work. Wieden also won one Gold and two Silver for Heineken’s ‘The making of The Date’ (internet, TV, and activation). Selmore won Gold for Bavaria and Hugh Heffner – so we can be sure that Charlie Sheen will also win Gold next year. We were a bit surprised that N=5 won Gold for Telfort – not really our taste. Y&R won one Gold and two Silver for LG’s ‘smart thief‘ (internet, TV, and viral). A bit strange that alle these films are winning different prizes for the different channels through which they are broadcasted – does the channel matter? Another one of our favourites was Hema’s with a push-up bra in print, promoted by a male model, going viral big time – by Doom & Dickson. It won Gold and Silver. Note: Hema is one of the most down to earth department stores in the Netherlands. TBWA won Gold with its print campaign for DIY chain Gamma; free Lego – “Just like dad.” In Interactive Tribal DDB won Gold and Silver for ‘Obsessed with Sound’ for Philips. One of the most impactful commercials of the year by Publicis for ALS won Silver – “I have died by now.” Special bulbs went to Mischa Rozema (for directing OFFF), Christian Borstlap (art direction and illustration, for LV and Mr Porter), and Simon Warner (photgraphy, for Octopus).

Wieden+Kennedy Amsterdam has promoted Clay Mills to Managing Director. He follows up Lee Newman, who was appointed as MD in 2008. Newman will become president at O&M Chicago. Mills was hired by Wieden in 2010 as Group AD on Heineken. Since his hiring Heineken became one of Wieden’s more profitable and successful accounts, making the agency even lead this year’s Gunn report. Prior to W+K Amsterdam, Mills worked at JWT New York, and BBH in New York and London. ECD’s Mark Bernath and Eric Quennoy about Mills’ appointment: “Spending the last two years making the Heineken work with Clay has been one of the more enjoyable experiences of our careers. You have to work with people who make work feel more like having fun. That’s when the best stuff happens. Of course, you can’t have fun without being dead serious and smart about what you’re doing. A balance that Clay gets as good as anyone.”

To fully appreciate this it helps if you have seen the commercial ‘The Date’ – in which a man takes his date on a spectacular night out. ‘The Serenade’ is a Valentine’s Day inspired follow up. It comes with a Facebook app that allows you to create a Valentine serenade to be performed by the same band that plays the catchy song Jaan Pehechaan Ho in the original commercial – in a personalized way as you can see here. The climax is this Wednesday – on the 9th of Feb. – when Heineken will host ‘Serenade Live’, an 8-hour YouTube event during which you get the chance to ask someone out on a date in an unforgetable way; performed by the ‘Serenade Band’. On top of that the performers will react live to the online audience. Created by Wieden+Kennedy.