Arcade plays in Heineken's Green Room with original sound experiments across the region

Heineken_Campaign Image.jpgHeineken elevates their music credentials with a major initiative developed by creative network Arcade.

Heineken has long been associated with music. Many of its initiatives in jazz and popular music festivals are legendary. Stars have shone and stars have been created. Featured acts from their Green Room have included the likes of Unkle, Fila Brazillia, Gang Starr, Thievery Corporation, Peter Kruder, The Cuban Brothers, The Rakes, and Ikonika.

Now they're upping the ante by taking the successful Singapore Green Room concept across the whole region for the first time, starting with 36 events across 17 cities this year.

Green Room.jpgConceptualised by Arcade, the Heineken Green Room Original Sound Experiments will bring together a collaboration of artists that pushes the boundaries of how people experience music, and each year it will pose a question that challenges the way we interact with music, beyond just listening to it.

"Men of the World love music. They enjoy listening to it and it evokes powerful emotions, memories and urges action. Heineken Green Room is an opportunity for them to experience music in an original, immersive way, using a variety of senses," said Gianluca de Tondo, Senior Director Global Heineken Brand.

In 2015, the Heineken Green Room Original Sound Experiment starts with "The Sight Experiment - Can You See Music?" where Heineken explores what kinds of visual stimuli most enhance the enjoyment of electronic dance music (EDM). More than just a typical dance event, the Heineken Green Room will immerse partygoers in a sensory musical experiment driven by technology.

Green Room 2.jpgAt the heart of each "Sight Experiment" is an EDM event featuring The Orb, a giant spherical screen upon which stunning visuals created specially for the events by artist Brandon Tay (SYNDICATE) will be displayed. Partygoers will also be able to capture and send their selfies to The Orb, treated with special filters they can access via the Heineken Green Room mobile app - putting them at the center of an unforgettable night. The app is also designed to track their activity and responses to the various visuals throughout the night, and report back the morning after with their personalised experiment results in the form of a highly engaging, shareable "Data Selfie".

The campaign kicks off with the online social video "Heineken Green Room|Original Sound Experiment", that documents 5 different characters' visualisations when they listen to an EDM track.

Arcade's Mark Taylor said, "The world of branded music experiences is cluttered and highly competitive. Heineken has already had great success with various music platforms such as Sensation and Thirst. We are incredibly excited to help strengthen their presence and relevance in this space by harnessing the power of inclusive storytelling that truly places music fans at the heart of the experience."

The new Heineken Green Room will roll out across the region over the next 6 months, beginning with the first event at the W Hotel in Hong Kong on 7 August.

Credits -
Executive Creative Directors: Mark Taylor, Matt Cullen
Creative Directors: Lizi Hamer, Greg Rawson, Ross Fowler
Junior Art Director: Shan Yu Chia
Group Account Director: Lesley-Anne John
Account Manager: Angelina Tan
Head of Digital Production: Kamil Gottwald
Event Production: Rebel & Soul
Video Production: Carbon Films/ Method Studios
Mobile App Production: MobileNow

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