Payphone

People need to understand that for something really groundbreaking, it is not just injecting pure creativity, there is an imperative need for unconventional content. Heineken’s social experiment, ‘Routine Interruptions’ placed thousands of people in a dilemma, in a decision making scenario. And I like decision making scenarios. You get people all cold feet and under stress while they attempt to make a really scary decision. In this case, the answer to an ultimate night out is simply picking up the phone, mustering up the courage to do exactly what the caller says. People get really scared when they don’t know what unfolds and this level of suspense is what builds the plot for this campaign. Excellent work there, Heineken.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Blog at WordPress.com.

Up ↑

%d bloggers like this: