Heineken Sunrise
Asia Pacific Breweries Singapore
Issue 30 | June 2014
Agency
iris worldwide
Creative Team
Creative Director: Clarence Chew Creative Team: Errol Tan, Daniel Ko, Eam Sumati Copywriters: Magnus Thorne
Production Team
Free Flow Productions
Other Credits
Photographer: Thomas Liu (Pop Illusion)
Date
December 2013
Background
Heineken wanted to promote the moderate consumption of alcohol in Singapore.
At Asia's largest dance festival ZoukOut, festival goers party on the beach all the way through from dusk to dawn to the final 'Sunrise set'. Due to the geographical location of ZoukOut on Siloso Beach, partygoers have never witnessed a Sunrise.
Idea
To encourage festivalgoers to 'Drink Less, Dance More', Heineken created the first and most spectacular man-made Sunrise ZoukOut has ever seen, powered by dance.
Heineken installed a 6-metre by 3-metre dance-reactive floor right on the beach to capture the dance activity levels of the partygoers and gave out bottles of water to help them pace their drinking. The accumulated number of dance steps would eventually propel a 10-metre wide 'sun' to rise off the ground, rewarding partygoers who paced their drinking and danced through the night.