J'avais posté la semaine dernière deux spots controversés pour Heineken, mettant en scène un suicidaire dans l'un, un cocu dans l'autre. Je reviens comme prévu avec plus d'informations au sujet de ces vidéos virales.
Avant de commencer je voudrais remercier Bael, pour son commentaire et les précisions déterminantes qu'il m'a apporté par mail.
Grâces aux infos récoltées j'ai pu contacter l'école Néerlandaise Hallo academie qui m'a confirmé que les spots Suicide et Blowjob étaient bien le résultat du travail d'un petit groupe de ses étudiants.
Ayant lu sur le web la déferlante de commentaires négatifs écrits sur ces publicités j'ai crû bon d'interroger les auteurs des films viraux Heineken, afin qu'ils nous en disent plus. Voici donc l'interview de Nina Aaldering et Alexander Kaan, deux des quatre auteurs des vidéos Fuck it.
L'interview
(L'interview est en Anglais, je ne réaliserai pas de traduction afin de garder le message intact)
Why did you make this work? was it part of your studies?
We (Melissa Lissone, Alexander Kaan, Nina Aaldering & Wouter Stoter) made this work for an Assignment of the Hallo Academy for Applied Creativity. A communication and advertising school in the Netherlands. they asked us for a commercial, but we said: Fuck it, let's make some virals.
Did you create these two ads with the help of any advertising agency?
TBWA/ Neboko gave a masterclass about Jean-Marie-Dru's Disruption.And so we disrupted Heineken. 
However, they did not help us in any way making the ads, nor have they seen the final results before they aired on Youtube.
They did review the "fuck-it" idea in raw draft, and surprisingly; they kind of liked it as a disruption.
We did have help from a known Dutch production company; Comrad, part of the CCCP network.
Our director Wouter Stoter made it look professional. He became part of the team.
Did you warn Heineken about this work, or ask for any permission?
No.
Did you imagine your work will be such a buzz on the internet?
No. It wasn't even supposed to hit the internet. We were surprised ourselves to see it on Youtube,
because we're still working on a serie of virals. this was just part one and two. So, more is coming after the summer.
Do you think your work has a good or bad influence on Heineken brand image?
In our research we figured that every beer had has the same ingredients. The most used value is
friendship. The typical beer guy is also successful.
We figured, why not be realistic. every man has his doubt, his worries.Being alone and in ultimate pain.
Right now the Heineken positions itself as the premium beer, and tries to compete with club-drinks
like Bacardi.
We were worried that Heineken could lose its beer-image in the classic way.A beer for us- by us.
And seeing the reactions of Heineken drinking friends around us,We know it will have a positive effect.
Especially because a viral doesn't really effect the long term strategy.Consumers see the regular Heineken branding every day, everywhere around them.
Do you agree with the fact that your work may be shocking or unethical?
The only question we asked ourself is: "do you want to send this to anyone?"
A viral is not a normal medium. You have to stand out from the clutter.Get yourself noticed. This hit the
viral sweetspot because it's rude, and funny.
Then, an extra message:
Melissa Lissone, Alexander Kaan and Nina Aaldering are fond of some nice croissants (the Dutch suck
in making them), so French agency's; don't wait, just call.
Tout est clair, et ce n'est pas plus mal
Pour résumer, les deux spots ont été réalisés par des étudiants en publicité, dans le cadre de leurs études. La diffusion sur youtube n'était pas prévue, mais ce genre de fuite est inévitable. Nous sommes maintenant certain d'une chose, Heineken n'a rien à voir avec ce travail (bien que de qualité et répondant bien au concept de disruption).
Je trouve la vision de Nina Aaldering et Alexander Kaan très intéressante, et j'espère que cet article va permettre d'adoucir les propos tenus au sujet de la vraie fausse campagne Fuck it
Let's finish this article in English (for this time only...). I Just really want to thank Nina and Alexander for their cooperation with Quietglover, and wish them one thing: taste the Cannes croissants
pour revoir les vidéos et lire l'article initial c'est par là : Heineken Suicide/Bj
