The light beer that has it all should have a spokesperson that has it all. This campaign was about the casting search for the new face of Heineken Light. But no man could live up to 'the beer that has it all' so we based the entire campaign around doomed casting search itself. The casting sessions themselves led to the creation of the campaign.

We didn't attempt to write a casting brief; instead we threw the net wide, looking for the most disastrous wannabe spokesmen we could find. The casting sessions became improv sessions between the casting director, the director, the actor and the agency team. Using what we found in the casting sessions for the final campaign. And that's how the worst cast became the best cast for the beer that had it all.