Heineken unveils its latest campaign “Imagine” aimed to evoke discovery of the brand. This fully integrated campaign will culminate with a creative showcase that celebrates the brand’s iconicity.
To complement the campaign, Heineken launched the new Star Can that embodies the brand’s cool and ever progressive character.
The brick and steel skeleton of Slate @ The Row will be transformed into a pop up gallery as Heineken collaborates with a heady mix of creative visionaries for an artistic showcase that will offer consumers some unexpected experiences.
Heineken has recruited emerging artists from the worlds of fashion, motion design, filmmaking, sculpture, photography, graphic design and sound art to create an intuitive space that both stimulates and inspires the imagination. In commissioning the project the brand asked the commissioned artists some simple questions.
- Is it fashion when you can’t wear it?
- Is it art if you can leave your beer on it?
- What’s a performance if no one can hear it?
- How can digital be analogue?
- How can one dimension have multiple facets?
They were asked to wield their imaginations, with their solutions to be unveiled on 12th September.
Of course, no Heineken event would be complete without music.
This thought provoking space will be filled with sounds as Heineken’s local DJs and performers accentuate the artistic experience to spark social conversations amongst peers.
The Imagine pop up gallery will open its doors to the public from 5pm on 12th and 13th September 2015 at Slate @ The Row, Jalan Doraisamy, Kuala Lumpur.