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2020 Sundance Film Festival

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2020 Sundance Film Festival

August 20, 2020
For the 2020 Sundance Film Festival, we were tasked with positioning Heineken as the preferred beer brand of Hollywood, highlighting the “The Red Star Program,” and introducing all Heineken products to notable actors, directors, screenwriters, and more throughout both weekends. SUNDANCE TAKEOVER We arranged for Heineken to be present at three major events during the Sundance Film Festival. One event was TheWrap Studio where Heineken was the presenting sponsor. Known for being on the pulse of Hollywood, TheWrap hosts an annual live interview studio, welcoming top talent and industry executives for three days of news-making conversations surrounding independent films. While on site, talent such as Kerry Washington, Alison Brie, Toni Collette, Kelly Rowland, and more were given the opportunity to sign a Heineken art installation bottle to be auctioned off in conjunction with WrapWomen’s Foundation— a leading force to accelerate the vision of women who are building towards a more equitable world. Talent were also gifted Red Star cards to our exclusive, Heineken Red Star Program, a service in which we do our best to facilitate beer product for personal stock and/or upcoming private events. For the second event, Heineken was the exclusive bar sponsor of Music Lodge, the official headquarters for the Associated Press Festival where guests were treated to dedicated Heineken happy hours during daily musical performances. Guests included Jesse Tyler Ferguson, Will Ferrell, Lin-Manuel Miranda, and more. We also partnered Heineken with RAND Luxury for The Luxury Escape at The St. Regis Deer Valley where they hosted film receptions and private dinner parties. Each invitation-only event hosted special guests composed of executive producers, directors, actors, editors, film investors, distributors, and VIP guests. Attendees were given the opportunity to sample Heineken 0.0 and received Heineken Red Star cards.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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