Music is an alcohol brand’s best friend and Heineken is capitalising on the opportunity to blend music and Heineken across Asia. The new campaign, Refresh Your Music, Refresh Your Nights, is all about blending music genres and expanding people’s music repertoire.
It begins with four local artists, Thu Minh and Karik, both from Vietnam, and Yunohoo and NYK, from Malaysia, “refreshing” The Chainsmokers’ songs in their respective musical styles. The full campaign involves platforms, including an animated video and integrations with Spotify, to help consumers expand their musical horizons.
“We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for Heineken fans,” stated Rajeev Sathyesh, Asia-Pacific regional brand director for Heineken.
The campaign was developed by Le Pub, the Publicis Groupe-owned agency headquartered in the Netherlands that was created to service Heineken, in collaboration with other Publicis Groupe agencies BBH Singapore, Leo Burnett Malaysia and Leo Burnett Vietnam. Iris Singapore headed up the campaign’s regional PR and influencer strategies, with the bulk of media handled by Dentsu and Publicis’ Boomerang.
Also incuded is a Spotify in which people in Malaysia and Vietnam can access the Spotify Playlist Refresher via Heineken’s online Refresh Hub, which will allow them and a friend to co-create a joint playlist that encourages users to discover new songs, artists and genres.
For the campaign’s grand finale in December, The Chainsmokers and the four other Asian artists involved in the campaign will perform a pair of shows in Asia.
The two concerts will be held on December 9 and 10 in Genting Highlands, Malaysia, a resort area northeast of Kuala Lumpur, and Ho Chi Minh City, Vietnam,
For fans who can’t attend the live concerts, the performances will also be livestreamed for free via the Refresh Hub.
Credits:
Agencies: LePub, BBH Singapore & Leo Burnett Vietnam
Client: Heineken
Global Senior Director Heineken Brand: Bram Westenbrink
Heineken APAC Brand Director: Rajeev Sathyesh
Heineken Global Digital Development Manager: Pearly Lim Mei Sze
Global Communication Manager Heineken Brand: Tanya Lubis
Heineken Global PR Lead: Jonathan O’Lone
Heineken APAC Business Development and Trade Marketing Manager: Josephine Tang
Agency: Le Pub
Global CEO of Le Pub: Bruno Bertelli
Executive Creative Director APAC: Cyril Louis
International Coordination Creative Director: Guy Lewis
Associate Creative Director Publicis Italy: Livio Gerosa
Chief Client Officer: Anthony Wong
Global Business Director: Elianne Vermeulen, Natalie Hellon
Global Senior Account Director: Francesca Baldrighi
Chief Strategy & Innovation Officer: Charles Laporte Aust
Global Director Experience and Innovation: François Rousseau
Global Strategy Director: James Moore
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Gaston Soto & Nikhil Panjwani
Art Director: Christine Lim
Business Director: Manavi Sharma
Senior Account Executive: Angel Fadila
Strategy Director: Ruth Lim
Strategist: Cheryl Koh
Head of Production: Wendi Chong
Producer: Derri Ng
Senior Animation Artist: Beverly Ng
Agency: Leo Burnett Vietnam
Chief Creative Officer: Paolo Garcia
Executive Creative Director: Chandu Rajapreyar
Associate Creative Directors: Yen Dang, Raven Ngo & Linh Le
Art Directors: Kit Tik, Danielle Tingcungco & Marvin Ramos
Copywriters: An Tran, Chau Huynh & Duyen Phan
Chief Executive Officer: Kate Bayona-Garcia
Group Managing Director of Communications: Anish Kotian
Deputy Managing Director: Simon Breen
Account Director: Vu Tuan Thanh
Senior Account Managers: Tracy Thu Tran, Phung Vo
Senior Account Executive: Huong Le
Account Executive: Ngoc Tram Tran
Account Assistant: Van Anh Pham, Vo Huynh Hoang Nhi
Senior Strategist: Tim Denley
Agency: Leo Burnett Malaysia
Chief Creative Officer: Emir Shafri
Executive Creative Director: Iska Hashim
Associate Creative Director: David HK Tan
Senior Copywriter: Vickknesh Raj
Junior Copywriter: Jing Jie Chang
Designer: Diyana Yusof
Chief Strategy Officer: Andrew Michau
Managing Director: Firzan Mulafer
Business Director: Irene Kuan
Account Manager: Cheryl Pinto
Chief Technology Officer: Robin Sue (Digitas)
Executive Digital Producer, Prodigious: Gensy Chong
Digital Producer, Prodigious: Eting Chang
Technical Manager, Prodigious: Aaron Woon
Animation: Le Cube
Director: Ralph Karam
Executive Producers: Gus Karam, Fernanda Soma, Eva Amuchastegui & Yanyie Tran
Line Producer: Sofia Arissian, Eric Zheng.
Animation Director: Federico Radero
Art Director: Santiago Oddis
Production: Final Frontier
Audio Production: MassiveMusic
Event Production: ALDA
PR: Iris Worldwide
Media: Dentsu
Social: Boomerang Publicis Groupe
