Heineken wonders how people ‘see’ music in Green Room events series

Heineken is to stage 36 events across 17 cities this year in a major marketing push centred around music that kicks off at W Hotel in Hong Kong on 7 August.


The Heineken Green Room Original Sound Experiment is a series of events that look at the sort of visual stimuli that go best with electronic dance music.

In an ad to promote the idea, a banker, a bodybuilder and a a few other men wear music visualisation gear so they can ‘see’ the dance music their listening to.

At the events, a giant spherical screen called The Orb will display visuals created by artist Brandon Tay. Partygoers will also be able to take and send selfies to The Orb, treated with special filters they can get through a Heineken Green Room mobile app.

The app is designed to track their activity and responses to the visuals throughout the night. It will report back the morning after with their experiment results in the form of a ‘data selfie’.

Gianluca de Tondo, senior director global Heineken Brand, said: “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.”

The agency behind the campaign was Arcade, which won Heineken’s Green Room music activity last year.

The agency’s creative director 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.”


  • 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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