Hasta La Creative!

Have you got the cojones to sing carols in front of tens of thousands? Heineken challenged people to find out, with “Carol Karaoke,” a campaign that invited karaoke crooners to a private event, then pulled the rug out from under them by challenging them to continue singing in front of thousands of people.

Developed by Wieden & Kennedy New York, Carol Karaoke is a continuation of Heineken’s “Open Your World” brand positioning, which the agency has tried to bring to the real world by showing people that life can be more fun when you take the unexpected route. Colin Westcott-Pitt, VP-marketing for Heineken, said that the concept is a “good fit” with the brand, which began as a “small beer brewed in Amsterdam that wanted to open our world.”

Continue reading at AdAge.com