Heineken lets people blend music genres in Asia-wide campaign

The Chainsmokers, plus Vietnamese and Malaysian artists, will lend their music to the campaign

Published On
Oct 20, 2022

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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.

Credits

Date
Oct 20, 2022
Client :
Heineken
Agency :
Le Pub
Agency :
BBH Singapore
Agency :
Leo Burnett-Vietnam
Global Senior Director :
Bram Westenbrink
Brand Director :
Rajeev Sathyesh
Global Digital Development Manager :
Pearly Lim Mei Sze
Global Communication Manager :
Tanya Lubis
Global PR Lead :
Jonathan O’Lone
Business Development and Trade Marketing Manager :
Josephine Tan
Global CEO :
Bruno Bertelli
Executive Creative Director :
Cyril Louis
International Coordination Creative Director :
Guy Lewis
Associate Creative Director :
Livio Gerosa
Chief Client Officer :
Anthony Wong
Global Business Director :
Elianne Vermeulen
Global Business Director :
Natalie Hellon
Global Senior Account Director :
Francesca Baldrighi
Chief Strategy & Innovation Officer :
Charles Laporte Aust
Global Director Experience and Innovation :
Francois Rousseau
Global Strategy Director :
James Moore
Chief Creative Officer :
Sascha Kuntze
Group Creative Director :
Gaston Soto
Group Creative Director :
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
Chief Executive Officer :
Kate Bayona-Garcia
Group Managing Director of Communications :
Anish Kotian
Deputy Managing Director :
Simon Breen
Chief Creative Officer :
Paolo Garcia
Executive Creative Director :
Chandu Rajapreyar
Associate Creative Director :
Yen Dang
Associate Creative Director :
Raven Ngo
Associate Creative Director :
Linh Le
Art Director :
Kit Tik
Art Director :
Danielle Tingcungco
Art Director :
Marvin Ramos
Copywriter :
An Tran
Copywriter :
Chau Huynh
Copywriter :
Duyen Phan
Account Director :
Vu Tuan Thanh
Senior Account Manager :
Tracy Thu Tran
Senior Account Manager :
Phung Vo
Senior Account Executive :
Huong Le
Account Executive :
Ngoc Tram Tran
Account Assistant :
Van Anh Pham
Account Assistant :
Vo Huynh Hoang Nhi
Senior Strategist :
Tim Denley
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
Executive Digital Producer :
Gensy Chong
Digital Producer :
Eting Chang
Technical Manager :
Aaron Woon
Animation :
Le Cube
Director :
Ralph Karam
Executive Producer :
Gus Karam
Executive Producer :
Fernanda Soma
Executive Producer :
Eva Amuchastegui
Executive Producer :
Yanyie Tran
Line Producer :
Sofia Arissian
Line Producer :
Eric Zheng
Animation Director :
Federico Radero
Art Director :
Santiago Oddis
Illustrator :
Lucas Andreu
Illustrator :
Gianluca Patti
Illustrator :
Emilia Calvo
Illustrator :
Alejandro Durty Gonzalez
Illustrator :
Jose Elgueta
Illustrator :
Nahuel Sagarnaga
Illustrator :
Juan Barabani
Illustrator :
Nahuel Rollan
Compositing Supervisor :
Adrián Mirandeborde
Compositing :
Fernando Lamattina
Compositing :
Alcides Izaguirre
Compositing :
Lui Nogueira
2D Animation :
Appétit
3D Modeling :
Lui Nogueira
3D Modeling :
Fernando Lamattina
3D Modeling :
Agostina Carrera
3D Modeling :
Leo Dias
3D Modeling :
Juan Martin Miyagui
Clean-up Supervisor :
Laura Desmery
Clean-up :
Appétit
Clean-up :
Facundo García
Clean-up :
Juan Natch
Clean-up :
Julieta Soloaga
Clean-up :
Melisa Pighin
Clean-up :
Clara Chini
Clean-up :
Marcela Chiban
Clean-up :
Nicolas Quintar Riboli
Production :
Final Frontier
Audio Production :
Massive Music
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
General Manager :
Julian Brzoska
Technical Director :
Vo Hoang Nguyen
Technical Project Manager :
Luong Chi Cuong
Technical Executive :
Ho Minh Duc
Data Analytics :
Nguyen Tuan Anh
Event Production :
ALDA
Founder and Director :
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
Creative Team :
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 :
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
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
Global Account Director :
Wayne Cowden
Creative Director :
Justin Cheong

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