Heineken Cities 2015

How do you follow up on one of the biggest cultural festivals of 2014?

Heineken Cities was introduced in 2014 to encourage our audience to open their city – and their world. This was done through an integrated campaign which featured iconic Cities bottles, and a takeover of key drinking districts in Singapore.

In 2015, there were six new cities to talk about – LA, Mexico, Madrid, Seoul, Tokyo and, of course, Singapore.

Our big idea was ‘Discover the unexpected’ where Heineken encouraged Singaporeans to dig a little deeper and unearth another world completely – 6 different Cities – within the heart of Singapore, CHIJMES.

CHIJMES is a historic building that once housed a school, a chapel and even an orphanage. Today, it plays host to a collection of international restaurants and bars.

Activities at the Heineken Cities Festival included mariachi bands remixing popular party anthems, breakdancing tribal dancers and rocker geishas. Finally we built hype through elaborate invites sent to KOLs, and a collection of city-inspired art that was brought to life on social media.

See you again in 2016!

10K
10K
participants in the one night event
$820K
$820K
value of 150 publications
449
449
images taken in 4 hours
1.5M
1.5M
people reached