Global in pictures: Heineken takes selfie from space in 007 homage

Heineken celebrated its partnership with the James Bond franchise in the Hoover Dam, Nevada, last Thursday (5 November) by taking a selfie from space.


The brand claimed the stunt, which was also accompanied by a special screening of Spectre and a party, was the first time a selfie had been taken from space.

Earth imaging company UrtheCast was enlisted to take the photo using its hi-res satellite camera Deimos-2, which is mounted on the International Space Station 600km above the earth.

Deimos-2 zoomed in on the Hoover Dam, and the aerial view was boosted via camera-relay to capture a close-up image of each individual guest. The 200-plus people present – including competition winners, VIPs, partners and media - were each given the chance to share their unique ‘Spyfie’ on social media.

Hans Erik Tuijt, director, global Heineken sponsorship, said: "The aim of our Spectre campaign is to open Bond’s world to all, and we are proud to have done just that. 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."

Scott Larson, UrtheCast’s chief executive officer, added: "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."

More: Heineken to take selfie from space in 007 campaign

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