Heineken is looking to up its music credentials by taking its iconic Singapore Green Room experience regional.
The new initiative, developed by Arcade, will have 36 events across 17 cities this year. The new Heineken Green Room will roll out across the region over the next six months, beginning with the first event at the W Hotel in Hong Kong on 7 August.
In 2015, the Heineken Green Room Original Sound Experiment starts with “The Sight Experiment – Can You See Music?”. In this experiment, Heineken explores the kinds of visual stimuli that most enhance the enjoyment of electronic dance music (EDM). At the heart of each “Sight Experiment” is an EDM event featuring The Orb, a giant spherical screen upon which visuals are created and displayed especially for the events by artist Brandon Tay.
Partygoers will also be able to capture and send their selfies to The Orb, treated with special filters they can access via the Heineken Green Room mobile app. The app is also designed to track their activity and responses to the various visuals throughout the night, and report back the morning after with their personalised experiment results in the form of a highly engaging, shareable “Data Selfie”.
The campaign kicks off with the online social video “Heineken Green Room | Original Sound Experiment”, that documents five different characters’ visualisations when they listen to an EDM track.
Take a look:
“Men of the World love music. They enjoy listening to it and it evokes powerful emotions, memories and urges action. Heineken Green Room is an opportunity for them to experience music in an original, immersive way, using a variety of senses,” Gianluca de Tondo, senior director global Heineken brand said.
Arcade’s co founder, Mark Taylor added, “The world of branded music experiences is cluttered and highly competitive. Heineken has already had great success with various music platforms such as Sensation and Thirst. We are incredibly excited to help strengthen their presence and relevance in this space by harnessing the power of inclusive storytelling that truly places music fans at the heart of the experience.”
Executive Creative Directors: Mark Taylor, Matt Cullen
Creative Directors: Lizi Hamer, Greg Rawson, Ross Fowler
Junior Art Director: Shan Yu Chia
Group Account Director: Lesley-Anne John
Account Manager: Angelina Tan
Head of Digital Production: Kamil Gottwald
Event Production: Rebel & Soul
Video Production: Carbon Films/ Method Studios
Mobile App Production: MobileNow