Wieden+Kennedy teamed up with Rock Paper Scissors editor Carlos Arias and Sonic Union mixer Steve Rosen to impede on the daily routines of unsuspecting New Yorkers in “The Payphone” for Heineken. Directed by Nick Gordon of Anonymous Content, New York, the video follows “Portlandia” star and SNL funnyman Fred Armisen as he dials a NYC payphone to see which passerbys would answer, and more importantly, which ones would heed his request to come across the street to the world-famous comedy venue, the Comedy Cellar. For the few who were willing to take the adventurous gamble, they were surprised with the unique experience to accompany the comedian on stage at the comedy club.
“The Payphone” is a part of the new “Routine Interruptions” campaign that features a series of social experiments that challenge real people to make a choice to get outside their comfort zone and show what can happen when you let Heineken open your city. Those of legal drinking age are encouraged to participate by submitting their phone number at www.RoutineInterruptions.com for a chance to receive a mysterious call from Heineken that would give them an opportunity for a unique experience in their city.
Credits
Client: Heineken USA
Title: “The Payphone,” 1:40
Agency: Wieden+Kennedy New York
Executive Creative Directors: David Kolbusz, Susan Hoffman
Creative Directors: Erik Norin, Eric Steele
Copywriter: Andrew Jasperson
Art Director: Mathieu Zarbatany
Information Architect: Jake Doran
Designers: Ben Clark, Eden Weingart
Creative Technologist: Justin Gaussoin
Interactive Producer: Mutaurwa Mapondera
Broadcast Producer: Cheryl Warbrook
Account Team: Patrick Cahill, Samantha Wagner, Kristen Herrington
Digital Strategist: Tom Gibby
Brand Strategist: Kelly Wright
Social Strategist: Jessice Abercrombie
Community Manager: Rocio Urena
Digital Executive Producer: Jonathan Percy
UX Lead: Kate Bauer
QA Tester: Julia Levin
QA Lead: Sean Jones
Project Manager: Rayna Lucier
Business Affairs: Amber Lavender, Lisa Quintela
Production Company: Anonymous Content
Director: Nick Gordon
Executive Producer: Jeff Baron
Line Producer: Julianne Mahony
Post-Production Company: Rock Paper Scissors
Editor: Carlos Arias
Audio Post: Sonic Union
Mixer: Steve Rosen
ABOUT SONIC UNION
Steve Rosen, Michael Marinelli, and Adam Barone got together for some pints in 2007. After way too many of those, they hatched an audacious plan that would eventually give rise to Sonic Union in late 2008 – their 8,000 foot treehouse and audio mix playground overlooking Union Square. Over a short period, they’ve grown both staff and capabilities to include music supervision and voiceover/on-camera casting to their established role as the premiere audio boutique in New York. Award-winning agencies, editorial firms, visual effects studios, and production houses routinely collaborate with Sonic Union for sound expertise.
Swing on by and let’s play.