In the crisp cold of July, something unexpectedly smooth was in the air. While you were huddling indoors, Between 10and5 had the rare opportunity to experience the magic behind Heineken Silver’s latest campaign firsthand. We were invited onto the set of the Heineken Silver “Silver Avengers” campaign, where the blend of creativity, collaboration, and the signature refreshing taste of Heineken Silver came together to create something truly special. From the dynamic energy of young creatives to a powerhouse agency determined to bring it all to life, the campaign felt less like work and more like an experience that perfectly captured the smooth essence of the brand.
We were fortunate enough to sit down and chat with some of the key players, catching them in between takes as they navigated the controlled chaos of production.
From the sharp minds of the Duma Collective to the creative flair of JR Ecko, and even the stars of the campaign themselves, we got the inside scoop on what made this campaign sparkle.
Catching Up with the Duma Collective: Emil De Beer and Ntokozo Masimula
10and5: Emil, what was the initial creative vision for the Heineken Silver campaign, and how did you aim to align it with the brand’s promise of being “Surprisingly Smooth”?
Emil: As a partner agency, it was our job to amplify the global message of Heineken Silver’s smoothness. When we started brainstorming, we realised “smooth” can mean something different to everyone. So, we set out to create a campaign that played with both literal and conceptual interpretations of what “smooth” really means, while staying true to the brand’s essence. It was all about keeping it subtle but impactful.
10and5: Ntokozo, how did you approach incorporating youth culture into the campaign while maintaining the brand’s core identity?
Ntokozo Masimula: Striking the balance between Heineken’s identity and youth culture was key. We leaned into themes that matter to the younger generation—creativity, authenticity, inclusivity—all while staying grounded in the brand’s values of quality and refreshment. Heineken Silver’s naturally smooth taste made it easy to frame it within moments of social connection, which are at the heart of youth culture. By working with influencers who embody this vibrancy, we created something that resonates with young people without losing Heineken’s global perspective.
10and5: What were some of the biggest challenges you both faced in bringing this campaign to life?
Emil: The main challenge was making sure everyone—from the agency to the production team—had the same vision for “smooth.” It’s a concept that’s open to interpretation, so getting everyone aligned was critical.
Ntokozo: Definitely! We had to make sure the campaign felt authentic to the youth while staying true to the Heineken brand. Balancing those two elements was tricky, but it was all about understanding the brand’s heritage while tapping into the pulse of youth culture. We aimed for something that felt both new and familiar.
10and5: Emil, can you share a moment during the production that encapsulated the creative magic you envisioned?
Emil: Ashleigh Herman’s turquoise spaghetti slurp shot in slow motion! That was the exact kind of creativity we hoped for—it just brought the entire “smooth” concept to life.
In Conversation with JR Ecko, the Creative Director of Photography
10and5: JR, what was your creative approach to visually translating the “Surprisingly Smooth” quality of Heineken Silver on screen?
JR Ecko: We wanted to create something out of this world—literally. The idea was to place the influencers in an alternate universe but still keep the actions relatable to their daily lives. The challenge was maintaining that smoothness visually without being too obvious about it. We wanted a vibrant, visually compelling campaign that would draw people in without being overly flashy.
10and5: How did you balance capturing youthful energy while ensuring the visuals stayed sophisticated?
JR Ecko: It was all about tailoring the campaign for the influencers. They’re young and completely in tune with youth culture, which matches perfectly with the brand’s values. The key was letting their natural energy shine while ensuring that the visuals reflected the sophistication of Heineken Silver.
10and5: Was there a specific shot where you felt the campaign’s message really came to life?
JR Ecko: Absolutely. The Heineken Silver invitation box scene. It opens up this parallel universe right in front of the subject, and that’s where the magic happens—it’s my favourite part.
10and5: How did elements like lighting, colour grading, and composition play a role in enhancing the brand’s message?
JR Ecko: These elements were crucial in setting the tone. We used lighting and composition to dramatise “smooth,” and colour grading to add vibrancy to the CGI world we were creating. Every detail had to be perfect to make sure the final result was seamless and immersive.
Silver Stars: Behind the Camera with the Campaign’s Faces
First of all, I’m a Silver Avenger at heart! Campaign or no campaign, honey. So it came naturally to me. The vibe on set was ‘surprisingly smooth’—everyone was super chilled and supportive, which allowed me to be my authentic self. It was the perfect mix of work and play! – Pumla Dineo
Transitioning into one of the Silver Avengers on set was so easy because the whole team gelled so well. It was fun, and I feel like everything I do is smooth, so it worked effortlessly.” – Ashleigh Herman
Being part of the Silver Avengers felt natural. The synergy on set was incredible, and that’s what made my performance feel effortless. Smoothness is all about being yourself, and that was the vibe throughout the shoot. – Uncle Vuzi
The Heineken Silver “Silver Avengers” campaign has set a new standard for how brands can resonate with younger audiences, blending creativity, youth culture, and the signature smoothness of Heineken Silver. From the production team to the stars of the campaign, everyone brought their A-game, and the result is nothing short of spectacular. Here’s to a future filled with more smooth moments!
* To keep up with Heineken Silver moments, be sure to follow @heineken_sa
