This Heineken spot, titled “Lockdown Love Story,” reflects an era in which human beings found remote love and relationships during the COVID-19 pandemic, celebrating the power of human endurance. Now as we regain our freedom to physically get together, excitement and surprises are in store.
This work–directed by Show Yanagisawa for Publicis Italy–reflects that sense of surprise as a signature Heineken twist casts a new light on a budding Zoom romance.
The film has launched in Vietnam, before it will roll out in other relevant markets as lockdown restrictions will begin to ease.
CreditsClient Heineken Agency Publicis Italy/Le Pub Bruno Bertelli, global chief creative officer, worldwide; Cristiana Boccassini, Mihnea Gheorghiu, chief creative officers; Milos Obradovic, global executive creative director; Alessandro Cajdito, creative director; Christooher Penman, sr. copywriter; Daniele Tesi, art director; Nicolò Santovincenzo, copywriter; Daniel Vargas Gomez, James Moore, global strategy directors; Francesca Zazzera, head of TV; Tania Dal Pra, producer. Production Company Division Show Yanagisawa, director; Jules de Chateleux, exec producer; Aurelie Bruneau, producer. Production Company (Japan) TYO Inc. Hiroki Yaginuma, Takumi Fujiwara, Maki Osada, producers; Ryosuke Murooka, production manager; Gen Ito, DP; Yukiko Kuribayashi, production designer; Yasuhiro Takehisa, wardrobe stylist; Nao Yoshida, makeup; Tomoko Sato, hair; Junko Kaieda, Yusuke Morikawa, casting. Postproduction Prodigious Giulia Lamacchia, head of post; Alina Chaplygina, post producer; Fabrizio Squeo, offline editor; Samuele Schiavo, Franco Tonnarelli, Matteo Serafini, online editors; Alessandro Congiu, online editor, compositor; Adolfo Navire, compositor; Matteo Marzano, motion graphic designer. Color Grading Cutters Studios Tokyo Toshiki Kamei, color; Haruka Ariga, color assistant. Sound Studio Screenplay Srl Fianfranco Clerici, exec producer; Eleonora Lorenzo, producer. Music Sizzer Michael Bertoldini, music supervisor; Seppl Kretz, music producer. Music Licensing MassiveMusic. Original Song: “Be My Baby” by Ellie Greenwich, Jeff Barry and Phil Spector
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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