To celebrate its partnership with the iconic James Bond film franchise, Heineken,  has gone further than its branded bottles. In keeping with 007’s tradition to go big, the world’s premium beer has unveiled the world’s first selfie from space. Dubbed the “Spyfie,” it was captured at an exclusive event for over 200 special guests at the Hoover Dam, Nevada.

According to Hans Erik Tuijt, Director, Global Heineken Sponsorship; “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.”

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.

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 opened 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.

This campaign celebrates the seventh film of the Heineken/Bond partnership, a relationship that began in 1997. Starting with ‘Tomorrow Never Dies’, Heineken was also involved in ‘The World is Not Enough,’ ‘Die Another Day,’ ‘Casino Royale,’ ‘Quantum of Solace’ and 2012’s ‘Skyfall.’