Heineken and The Chainsmokers Cross Genres for Refreshing Music Campaign Across Asia

HEINEKEN has teamed up with world-famous electropop duo The Chainsmokers to launch its 'Refresh Your Music, Refresh Your Nights' campaign in Asia. The cross-genre, cross-culture platform allows fans of different cultures, tribes and music preferences to come together to expand their music tastes. 

Launching Asia-wide, the Refresh Your Music, Refresh Your Nights campaign was developed by Le Pub, BBH Singapore, Leo Burnett Vietnam and Leo Burnett Malaysia, while Iris Singapore led the regional PR and influencer strategy. 

In collaboration with The Chainsmokers, the campaign features four local artists – two from Vietnam and two from Malaysia who will refresh The Chainsmokers’ hit songs in their own distinctive style. The four local artists selected are Thu Minh and  Karik from Vietnam and Yunohoo and NYK from Malaysia. 

“We are thrilled to be a part of HEINEKEN’s Refresh Your Music, Refresh Your Nights campaign. We have always believed  that music has the power to break any barriers, and that is why this campaign resonated with us. We are excited to perform with some of the most well-loved artists from the region and introduce people to new genres of music,” says The Chainsmokers. 

By refreshing these popular songs, HEINEKEN hope to introduce more fans to broader musical genres. As the campaign’s grand finale, The Chainsmokers will headline a pair of concerts in Asia for fans along with the four local artists. The first concert will be held on 9th December in Genting Highlands, Malaysia, and the second will be held on 10th December in Ho Chi Minh City, Vietnam. On both occasions, the local artists will perform their refreshed renditions alongside The Chainsmokers. 

Fans in Malaysia can experience the Playlist Refresher on Spotify hosted on The Refresh Hub, which allows them to co create a playlist with a friend to discover new genres of music. The Playlist Refresher injects your friends’ musical tastes into your chosen playlist, and vice versa, taking you both out of your music bubbles. By making music discovery more social again, the Playlist Refresher will refresh your music, as well as your friendships.

Fans in Vietnam can experience the Refresh Playlist on Spotify hosted on The Refresh Hub which allows them to select  a genre of music and refresh it by blending it with another genre. These ‘blended’ playlists such as Razz (jazz + rap),  Hip-Pop (hip-hop + pop), and Punk-Pop (punk + K-pop) are designed to open people’s minds and get them out of their bubbles through the lens of music. 

Fans can also register for concert tickets, stay updated on the event's latest news or vote for their favourite refreshed rendition by the local artists on the Refresh Hub. Selected lucky winners will stand a chance to win a VIP event experience. 

“With the Refresh Your Music, Refresh Your Nights campaign, we want to echo HEINEKEN’s belief that life tastes better  with an open mind, whether it is in social situations or music tastes. We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for HEINEKEN fans,” says Rajeev Sathyesh, HEINEKEN brand director (APAC). 

In the lead-up to the concerts, music fans in Vietnam can look forward to a host of activities to keep them engaged. 

For those who are unable to head down to concert in Vietnam, the Refresh Hub will livestream the concerts for everyone to enjoy. For the latest updates on the campaign, follow HEINEKEN on Instagram and Facebook.