heineken® shape your city
Client: Heineken® - Asia Pacific Breweries Singapore
WE TRANSFORMED AN INTERNATIONAL ASSET – THE SINGAPORE SKYLINE – INTO HEINEKEN’S GREATEST BRAND STATEMENT AND EXPERIENCE, ESTABLISHING ITS LEGENDARY STATUS AS THE PREMIER BEER OF CHOICE.
As a brand that is refreshing, witty and unexpected, Heineken needed to set a new world standard to retain its status as the premier beer of choice.
THE CHALLENGE
We needed to inspire people to step forward and create real change. But people in Singapore are known to be passive and prefer to conform than step out of line.
the idea
We transformed Singapore’s most prominent icon – the Singapore Flyer – into a magnet for change makers. With five fascinating experiences in five capsules (which formed the five points of the Heineken star), we created a playground for creativity to thrive.
Every act of creativity lit up the Singapore Flyer, converting it into a giant brand statement visible on the Singapore skyline, and positioning Heineken as the forerunner of witty and innovative experiences.
the five experiences
Sky High Private Bar Capsule
A totally customised Heineken® Sky Bar where our guests get to sample refreshing, creative concoctions of City-themed cocktails. “There were a lot of challenges to what we could do to transform each flyer capsule but that was part of the fun,” says producer and nightlife connoisseur Tracy Phillips, one of our change makers for this project. “We figured who wouldn't want their own private bar when taking in the beauty of Singapore's skyline, complete with an imaginative drink-list to sip through.”
Skylight Capsule
Our guests immersed themselves in a kaleidoscopic capsule as they view cities of the world in a different light at the Heineken® Skylight. They sat in a capsule with a ready made kaleidoscope wall made for them to experience and take photo of, courtesy of our change maker and visual artist William Koh, who says the experience is “almost like a space craft or an exploration pod, gathering data from different cities around the world.”
Sky Studio Capsule
For an immersive mix of pumping beats and real-life sounds of Singapore city life, we let our partygoers sit in a capsule and blend Singapore’s familiar city-centric, nature and beach sounds with a grooving club beat. For this nifty little party trick, we have our Singaporean EDM producer MYRNE to thank. “Singapore is in a really privileged position to be a nature-filled, urban metropolis surrounded by water,” the producer explains. “We wanted to mesh that unique flavour with Heineken's proclivity towards everything high-energy.”
Sky Stage
We give our partygoers the chance to get the party going by making music with total strangers at the Heineken® Sky Stage, where the music they create will quite literally light up the room. “We started out wanting to use the iconic Heineken glass bottle, and bridging people directly with music making,” says Sound Artist James Lye, who has co-designed the experience. “For some, it could involve stepping out of a comfort zone to create a unique sonic tapestry.”
Sky Shapers
We invited Singaporeans to construct a unique reinterpretation of Singapore’s iconic skyline using just their fingertips at Heineken® Sky Shapers. The interactive experience is co-designed with Foreign Policy Design Group Creative Director Yah-Leng Yu, responsible for some of Singapore’s coolest spaces such as Gallery & Co. and Esquina. “I hope party-goers will enjoy the experience we have put our brains together for, and perhaps see the possibility of re-imagining, re-framing and re-interpreting and turning something predictable and conventional to something interesting, experiential and inspiring,” says the designer.
Watch the case film below:
AWARDS
GOLD, Brand Awareness
SILVER, Event Marketing
SILVER, Experiential Marketing
SILVER, Marketing to Male Audience
BRONZE, Advertising