Heineken takes first selfies from space

Heineken has taken what the company claims is the first selfie from space in a stunt to coincide with the premier of the new James Bond film Spectre.

Selfie from space

Called a “Spyfie”, an image was captured of a group of people standing on a large Heineken-branded platform in Hoover Dam, Nevada, by a high-resolution satellite camera orbiting 600km above Earth.


Close-up images of everyone on the platform, including competition winners, partners and media from around the world, were taken by a Deimos-2 camera.



Spyfie snap

The brand has activated the sponsorship locally with limited edition packs giving exclusive content from the new film after scanning the Heineken logo with a mobile device.

An Instagram competition challenged Bond fans to share their most resourceful and creative gear to join the Spyfie event. Here’s the winning entry for Singapore.

Instagram competition winner

A global TV ad, created by Wieden + Kennedy Amsterdam, has been running in support.

Hans Erik Tuijt, director of Heineken’s global sponsorship activity, said in a press release that the idea behind the campaign was to “open Bond’s world to all.”

“From providing fans with exclusive behind-the-scenes content via our packaging, to a Facebook-first launch of our new ad starring Daniel Craig, right through to the unique “Spyfie”. The Spectre campaign will now be the benchmark for our future global campaigns,” he said.

Heineken has sponsored the Bond franchise since 1997’s ‘Tomorrow Never Dies’.


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