The Bay Lights, for those who might not know, was a light installation on The Bay Bridge by artist Leo Villareal featuring thousands of ever-shifting LED lights which originally ran from March 5, 2013-March 2015. A long-term proposal in collaboration with the state of California will bring back the installation permanently on January 30 and Publicis New York is celebrating Heineken’s involvement as a legacy partner as part of its ongoing “Cities” campaign for the brand.
Ahead of the re-lighting ceremony in January, in which Heineken is partnering with California nonprofit ILLUMINATE on the permanent reinstallation of The Bay Lights, the agency is launching two broadcast spots. The first of these “Sounds,” can be seen above. It’s a simple celebration of the installation, with the The Bay Lights synchronized to music. Text over the imagery states “Here’s to The Bay Lights coming back on. For good.” before celebrating the brand’s involvement. Additionally, Heineken is launching a social media campaign which will see the brand “give away” 200 lights on the bridge.
“The Bay Lights was an addition to a popular landmark that immediately transformed the Bay Area in a way that brought the city even more life and light,” said Ralph Rijks, senior vice president of marketing at Heineken USA. “As Legacy Partners on the project, we’re excited to honor the iconic work of public art becoming a permanent part of the cityscape, that visitors can enjoy for years to come.”
Credits:
Agency: Publicis New York
Client: Heineken
Editing: Bluerock NY
Editor: David Mester
Music & Sound Design: Big Foote NY
Color Correction: Nice Shoes NY
Agency Executive Creative Director: Joe Johnson
Agency Creative Director: Jeremy Filgate
Agency Copywriter: Patrick Merritt
Agency Art Director: Sunhye Moon
Agency Executive Producer: Andy Cornelius
Agency Music Producer: Theresa Notartomaso