Touch the Music
Client
Heineken Green Room
Year
2016
Scope
Experiential, Live Event, Campaign, Digital film
Overview
The Heineken Green Room is a branded music event that looks to reinvent the way music is experienced. In the 2016 instalment, Touch the Music, we transformed it the listening experience into a tactile one.
Details
As the purveyor of music with the Original Sound Experiments, Heineken wanted to keep pushing the envelope of music and technology. In our second instalment, we wanted to keep pushing the status quo on how music can be experienced.
This year, Heineken enables you to touch the music
When music meets technology, they create sonic droids. Partygoers of the Heineken Green Room 2016 got to meet music up close and personal with each droid designed to mimic sensations of touch. Static, pressure, subzero, texture, each trigging a different response.
Every hour, a ‘Heineken moment’ unveils a new sonic droid, each droid being at least 2.5 meters tall with real-time audio reactive lights and an on-body camera that’s fed into a large screen in the area.
Each droid is accompanied by dancers and fanfare. They weave in and out of crowds, getting up close and personal with partygoers, bringing different sensations of touch and generous selfie opportunities.
The Static Droid. The main droid of the event loaded with a Heineken star, a staff with a plasma globe and an arm fitted with laser beam that charges up over time. The entire outfit is fitted with LED lights and is lifted by stilts.
The Pressure droid. Our biggest and heaviest droid of them all. This droid came with a jetpack and an air gun that blast out hoops of air at the audience.
The Subzero droid. This droid was constructed to look like shards of ice, blasting cold smoke where ever it roamed with an audio reactive face.
Our final party droid, Texture. Texture comprises of different coloured fragments, pulsating with the rhythm of the music. Texture ends the evening by blasting their confetti gun, showering the crowd with reflective confetti.
Touch the Music with Heineken
The Aftermovie
Metrics
Heineken Green Room kicked off in Pattaya, Thailand, reaching a crowd of 5000 partygoers. The event then travels throughout 10 countries and 21 cities such as Shanghai, Bangkok, Hanoi and Mongolia.