“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