Cannes Lions 2013
1x Gold, 2x Silver, 2x Bronze


Clio Awards 2013
1x Gold, 1x Silver


ADC*Europe 2013
2x Silver


FAB Awards 2013
2x Gold

Heineken / The Candidate

Standard questions. Prepared answers. If job interviews are all the same, how to find the right talent among 1734 applicants?

The Candidate is a video compilation of secretly filmed job interviews at Heineken headquarters in Amsterdam. The interviews were designed to get the applicants out of their comfort zone, and to help Heineken find new talent that matched the spirit of the brand and its sponsorship of the Champions League. Additionally, Heineken struck a chord with the youth by recruiting an intern who portray values like creativity, spontaneity or passion.

The Candidate went viral instantly. The same day of publishing, the story broke on Mashable followed by other hybrid media like the Huffington Post and Creativity Online. From there, many other social media and PR websites also picked up and shared the story.

From February till early August there were around 5,062,921 views (bulls eye on male target audience 24-54) and 22,973 likes on YouTube. To date The Candidate is still one of the most popular uploads on Heineken’s YouTube channel. It also started a new genre on their communications, the hidden camera plot.

Reactions to the campaign were mostly positive, praising Heineken’s creative and unconventional approach. During the Cannes Lions Festival of Creativity 2013, The Candidate was awarded with a Gold Lion on the category PR communication, 2 Silver Lions and 2 Bronze Lions. The campaign was also selected for the Titanium shortlist.

Tasks

As creative art director, I contributed to the conception of the idea during the early brainstorming stages, and designed several scenarios and mock-ups during the pitching phase. I also supervised the art direction during the pre-production and production of the film.

Credits

HEINEKEN International – Manager Heineken Digital: Dario Gargiulo / COZ Marketing – Creative Director: Micha Schipper, Art Director: Jorge Delgado / PUBLICIS Italy – Creative Director: Bruno Bertelli, Art Director: Marco Vigano, Copywriter: Michele Picci, Account Director: Giada Salerno / STATE 31 Amsterdam – Executive Producer: Rogier Sol, Production Manager: Sara Nix

ClientHeinekenServicesCreative, Art DirectionYear2013