Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in