Heineken is embracing the global appeal of music for its newest ad campaign that will be running across Asia.
Known as “Refresh Your Music, Refresh Your Nights,” the cross-cultural campaign puts its spotlight on the group The Chainsmokers but will also utilize a number of artists—and platforms, including a marquee animated video and integrations with Spotify—in a bid to help consumers expand their musical horizons.
In addition to the American electropop duo, Heineken has tapped local artists Thu Minh and Karik, both from Vietnam, and Yunohoo and NYK, who hail from Malaysia, to “refresh” The Chainsmokers’ songs in their respective musical styles for the campaign, the Dutch brewing giant said in a statement.
“We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for Heineken fans,” said Rajeev Sathyesh, Asia-Pacific regional brand director for Heineken.
The new international campaign is the brainchild of ad agencies in at least four countries: it 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 captained the campaign’s regional PR and influencer strategies, with the bulk of media handled by Dentsu and Publicis’ Boomerang.
As part of “Refresh Your Music, Refresh Your Nights,” consumers in Malaysia 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.
Similarly, in Vietnam, users can use the same online portal to enjoy Spotify’s Refresh Playlist feature, giving listeners the ability to select their favorite genre of music and blend it with another (think “Razz,” a combination of jazz and rap, or “Punk-Pop,” which fuses punk and K-pop, for example).
And for the campaign’s “grand finale” in December, Heineken said, The Chainsmokers and the four other Asian artists involved in the campaign will perform a pair of shows for fans on the continent.
The two concerts will be held on Dec. 9 and 10 in Genting Highlands, Malaysia—a resort area northeast of Kuala Lumpur—and Ho Chi Minh City, Vietnam, respectively, with the local musicians performing their renditions of The Chainsmokers’ songs live on stage alongside the Grammy-winning artists.
For fans who can’t make it, the performances will also be livestreamed for free via the Refresh Hub.