Heineken prides itself on its long-running association with live music. But after running unchanged for years, its “Green Room” needed a refresh.
Original Sound Experiments.
We our target audience the question, "Can you see music?" And then we gave music lovers across Asia the answer, in some spectacular ways.
We pulled together a diverse range of specialists, including technologists, visual artists and DJs, to make the event a first-of-its-kind sound and visual spectacular.
At the core of every experiment was a giant orb, that interacted with both the DJs and the crowd, in real time.
Our app visualised energy levels in real time, encouraging people to dance harder and letting them compare their dance energy with friends.
They could show off their dance stats, instantly, on social media.
Launch film
We made the results a part of the campaign too.
Statistics from each event became animated visualisations and fun facts.
Over 50,000 music lovers, in 17 cities and at 36 events, shared and compared their night's stats with those of their friends, on social media.