HEINEKEN® has teamed up with world-famous electropop duo The Chainsmokers to launch its “Refresh Your Music, Refresh Your Nights” campaign in Asia. The cross-genre, cross-culture platform allows fans of different cultures, tribes and music preferences to come together to expand their music tastes.
Launching Asia-wide, the Refresh Your Music, Refresh Your Nights campaign was developed by Le Pub, BBH Singapore, Leo Burnett Vietnam and Leo Burnett Malaysia, while Iris Singapore led the regional PR and influencer strategy.
In collaboration with The Chainsmokers, the campaign features four local artists – two from Vietnam and two from Malaysia who will refresh The Chainsmokers’ hit songs in their own distinctive style. The four local artists selected are Thu Minh and Karik from Vietnam and Yunohoo and NYK from Malaysia.
“We are thrilled to be a part of HEINEKEN®’s Refresh Your Music, Refresh Your Nights campaign. We have always believed that music has the power to break any barriers, and that is why this campaign resonatedwith us. We are excited to perform with some of the most well-loved artists from the region and introduce people to new genres of music,” says The Chainsmokers.
By refreshing these popular songs, HEINEKEN® hope to introduce more fans to broader musical genres. As the campaign’s grand finale, The Chainsmokers will headline a pair of concerts in Asia for fans alongwith the four local artists. The first concert will be held on 9 December in Genting Highlands, Malaysia, and the second will be held on 10 December in Ho Chi Minh City, Vietnam. On both occasions, the local artists will perform their refreshed renditions alongside The Chainsmokers.
Fans in Malaysia can experience the Playlist Refresher on Spotify hosted on The Refresh Hub, which allows them to co- create a playlist with a friend to discover new genres of music. The Playlist Refresher injects your friends’ musical tastes into your chosen playlist, and vice versa, taking you both out of your music bubbles. By making music discovery more social again, the Playlist Refresher will refresh your music, as well as your friendships.
Fans in Vietnam can experience the Refresh Playlist on Spotify hosted on The Refresh Hub which allows them to select a genre of music and refresh it by blending it with another genre. These ‘blended’ playlists such as Razz (jazz + rap), Hip-Pop (hip-hop + pop), and Punk-Pop (punk + K-pop) are designed to open people’s minds and get them out of their bubbles through the lens of music.
Fans can also register for concert tickets, stay updated on the event’s latest news or vote for their favourite refreshed rendition by the local artists on the Refresh Hub. Selected lucky winners will stand a chance to win a VIP event experience.
“With the Refresh Your Music, Refresh Your Nights campaign, we want to echo HEINEKEN®’s belief that life tastes better with an open mind, whether it is in social situations or music tastes. We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for HEINEKEN® fans,” says Rajeev Sathyesh, HEINEKEN® Brand Director (APAC).
In the lead-up to the concerts, music fans in Vietnam can look forward to a host of activities to keep them engaged.
For those who are unable to head down to concert in Vietnam, the Refresh Hub will livestream the concerts for everyone to enjoy. For the latest updates on the campaign, follow HEINEKEN® on Instagram and Facebook.
“REFRESH YOUR MUSIC, REFRESH YOUR NIGHTS” CAMPAIGN CREDITS
Agencies: LePub / BBH Singapore / Leo Burnett Vietnam Campaign: Refresh your Music, Refresh Your NightsAdvertiser: Heineken®
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
CREATIVE
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
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
Leo Burnett Vietnam
Chief Executive Officer: Kate Bayona-Garcia
Groupe Managing Director of Communications: Anish Kotian Deputy Managing Director: Simon Breen
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
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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
Leo Burnett / Publicis Groupe Malaysia
Chief Creative Officer: Emir Shafri
Executive Creative Director: Iska Hashim
Associate Creative Director: David HK Tan
Sr. Copywriter: Vickknesh Raj
Jr. 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
PRODUCTION
Animation: Le Cube
Director: Ralph Karam
Executive Producers: Gus Karam (FF), Fernanda Soma (LC), Eva Amuchastegui (LC), Yanyie Tran (FF).
Line Producer: Sofia Arissian, Eric Zheng.
Animation Director: Federico Radero
Art Director: Santiago Oddis
Illustrators: Lucas Andreu, Gianluca Patti, Emilia Calvo, Alejandro Durty Gonzalez, Jose Elgueta, Nahuel Sagarnaga, Juan Barabani, Nahuel Rollan
Compositing Supervisor: Adrián Mirandeborde
Compositing: Adrián Mirandeborde, Fernando Lamattina, Alcides Izaguirre, Lui Nogueira 2D Animation & Tie Down: Appétit
3D Modeling, Shading, Lighting: Lui Nogueira, Fernando Lamattina, Agostina Carrera, Leo Dias, Juan Martin Miyagui
Clean-Up Supervisor: Laura Desmery
Clean Up: Appétit, Facundo García, Juan Natch, Julieta Soloaga, Melisa Pighin, Clara Chini, Marcela Chiban, Nicolas Quintar Riboli
Production: Final Frontier
Audio Production: MassiveMusic
Global Director of Clients & Partners: Luc van Stiphout Senior Consultant: Edo van Duijn
Senior Account Director: Anjali Nazarenko
Account Director: Ella Chevasco
Account Manager: Tristan Leopold Creative Music Producer: Friso Hoekstra
Music Curator: Emilie Kannekens Music Curator: Casper Nederhand
Digital Production: DIGITAS Vietnam
General Manager: Julian Brzoska
Technical Director: Vo Hoang Nguyen Technical Project Manager: Luong Chi Cuong Technical Executive: Ho Minh Duc
Data Analytics Manager: Nguyen Tuan Anh
Event Production: ALDA
Founder & Director ALDA: Allan Hardenberg Chief Operating Officer: Dennis de Bruin
PR
Iris Worldwide
Managing Director: Andy Cairns
Executive Creative Director: Cristina ‘Tin’ Sanchez PR Account Director: Khushboo Tanna
Content Strategy Director: Yingting Low
Creative Team: Miguel Escobar and Daniel Aung Social Media Manager: Jasmine Yeo
Junior PR Executive: Sharanjeet Kaur
MEDIA
Dentsu
Global Client Director: Kate Hinz
Global Account Director: Cyrielle Eutrope
Global Strategic Digital Director: Ricardo Lopes
Global Strategy Partner: Richard Wright
Senior Global Account Manager | team lead: Maria Lekka Senior Campaign Manager: Lisa Van Vliet
Global Client Manager: Tijana Vukovic
Digital Campaign Manager: Yuxun Zhang
Digital Trader: Teddy Tan
Digital Campaign Executive: Martina Di Marzio
Boomerang / Publicis Groupe
Chief Commercial Officer: Alexander Veltman Chief Creative Officer: Eldin Fetahovic
Chief Production Officer: Fikret Fetahovic Project Manager: Arnaud Muller
Post Producer: Lina Joukhadar
Digital Producer: Anna Potashkina
Dynamic Templater & Editor: Gerard Milling Dynamic Asset Manager: Daria Iakovenko Dynamic Asset Manager: Daan Specht
BTL
DASS-Inc
Global Account Director: Wayne Cowden Creative Director: Justin Cheong
Source: Publicis
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