Heineken has launched its latest campaign called “Imagine” to evoke a sense of discovery for the brand.
Consumers in Malaysia were treated to a creative showcase as Heineken collaborated with a mix of creative visionaries and transformed the brick-and-steel interior of Slate @ The Row into an intuitive art space titled #ImagineKL.
Heineken collaborated with a diverse range of emerging artists from the worlds of fashion, motion design, filmmaking, sculpture, photography, graphic design and sound art to create an intuitive space that both stimulated and inspired imagination.
Here’s what the party looked like:
Blurring the lines between art and entertainment, #ImagineKL took a look at the analogue and digital worlds we live in and invited consumers to challenge their preconceptions. In commissioning the project the brand asked the artists some simple questions such as: “Is it fashion when you can’t wear it? Is it art if you can leave your beer on it? What’s a performance if no one can hear it? How can digital be analogue? How can one dimension have multiple facets?”
These artists were then asked to wield their imaginations with their solutions unveiled over the weekend.
Consumers had the opportunity to explore the interplay between light and presence in the dimension through ‘Tesseract’, where artist Jun Ong used everyday objects to create invisible canvases that speak of the link between production and consumption in the society.
Themancalleduncle (Callen Tham), All is Amazing, Boris Foong and Blur worked together on ‘Colourama’, a three-piece installation that took a playful approach to our conception of image and animation. Consumers were treated to an engaging experience of photography and projection technologies, a Berberscope and an immersive take on the centuries old kaleidoscope.
Artist Dam Interactive’s networks of green pipes – known as ‘Walls have Ears’ snaked around Slate to collect sounds for sound/music artist Yan Jun who then remixed the surrounding ambient sounds which were shared with the audience through wireless headphones. Local fashion designer Joe Chia showcased ‘Untitled’, a collaborative work with Kontak! which expresses the connection between the clothes we wear and the space we occupy through a translucent freeform structure.
Social entrepreneurs Biji-Biji Initiative designed the ‘Lasersonic’, which pulled light into the realm of sound to create laser-guided melodies. The interactive installation enabled consumers to create sounds by passing their hands through a beam of light. Biji-Biji also presented the ‘Popping Star’, where they recreated the iconic Heineken Star by repurposing used Heineken bottles.
“This iconic innovation project is no different as we embarked on a two day creative showcase with some of Malaysia’s most inventive artists. Heineken is proud of its creative roots, constantly championing invention, innovation and looking out for creative talent to collaborate with,” Loh Ee Lin, marketing manager of Heineken Malaysia, said.