Heineken Wants to Broaden Fans' Musical Tastes Across Asia

The 'Refresh Your Music, Refresh Your Nights' initiative teams the brand up with The Chainsmokers

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Beer brand Heineken wants to be relevant to music fans of varying tastes through its latest campaign in Asia, which sees it team with electropop duo The Chainsmokers.

The campaign, titled “Refresh Your Music, Refresh Your Nights,” has been developed across Leo Burnett’s teams in Singapore, Vietnam and Malaysia, as well as Le Pub with the aim of reaching cross-culture fans in different cultures, tribes and music preferences.

Working with The Chainsmokers will be two local artists in Vietnam—Thu Minh and Karik—and Yunohoo and NYK from Malaysia—who will cover songs from the duo’s back catalogue in their own style.

Heineken hopes that the initiative will introduce fans to listen to a broader range of music with The Chainsmokers also set to headline a number of fan events across Asia alongside the four artists in December. These will also be livestreamed over the Refresh Hub with news updates being released through Heineken’s Instagram and Facebook accounts.

A 15-second online animated film has been released to promote the campaign too.

Fans will also be able to register for concert tickets and vote for their favorite refreshed rendition by the local artists on the Refresh Hub with the chance to win tickets.

A Spotify playlist titled “The Refresh Hub” will allow users to co-create playlists and share new music discoveries with friends. The playlist will feature a blend of music genres such as Razz (jazz + rap), Hip-Pop (hip-hop + pop), and Punk-Pop (punk + K-pop).

“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,” explained Rajeev Sathyesh, Heineken’s brand director for APAC. “We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for Heineken fans.”

CREDITS:

Agencies: LePub / BBH Singapore / Leo Burnett Vietnam

Campaign: Refresh your Music, Refresh Your Nights

Advertiser: 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
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