To celebrate its partnership with the iconic James Bond film franchise, Heineken® has unveiled the world’s first selfie from space. Dubbed the “Spyfie”, it was captured at an exclusive event for over 200 special guests including Nigeria’s Basketmouth, Kemi Adetiba, Richard Mofe-Damijo and Uti Nwachukwu at the Hoover Dam, Nevada, USA.
To create the ground-breaking selfie, Heineken® partnered with Earth-imaging innovators, UrtheCast, using its high-resolution satellite camera, Deimos-2, and its ultra-high definition video camera, Iris, mounted on the International Space Station.
Orbiting 600km above Earth, the Deimos-2 camera zoomed into the location to capture a spectacular bird’s eye view. This aerial view was then boosted via a camera-relay to give a close-up image of each individual guest. Over 200 lucky VIPs, competition winners, partners and media from around the world were then able to post a unique piece of history on social media.
Ngozi Nkwoji, Senior Brand Manager Heineken, NB Plc said; “The aim of our Spectre campaign is to open Bond’s world to all, and particularly we are particularly proud to have connected the Nigerian audience with this unprecedented international event through the participation of their favourite celebrities. This campaign has provided 007 fans with exclusive behind-the-scenes content via our packaging in addition to a Facebook-first launch of our new ad starring Daniel Craig and the unique “Spyfie”. The Spectre campaign will now be the benchmark for our future global campaigns.”
Scott Larson, UrtheCast’s Chief Executive Officer said; “When Heineken® approached us with the idea earlier this year, capturing a selfie from space was not something we’d ever attempted, but we were delighted to lend our technological expertise. This ‘Spyfie’ showcases the capabilities of Deimos-2 in a truly original way, and highlights precisely what our camera and web technology provides — tools for change and creative collaboration.”
Spectre, the 24th James Bond adventure, from Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, was released in the UK on October 26 and opens in the USA on November 6. The film has already shattered box office records in nearly every territory in which it has been released, including new records for the biggest opening of all time in the UK and the highest seven-day gross in UK box office history.
Heineken®’s association with the James Bond film franchise dates back to 1997’s ‘Tomorrow Never Dies’, with Spectre being the seventh consecutive film in the partnership.