THE MELODY SYNOPSIS PAPER

TitleTHE MELODY SYNOPSIS PAPER
BrandTHAI ASIA PACIFIC BREWERY
Product / ServiceHEINEKEN
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantJWT BANGKOK, THAILAND
Entrant Company:JWT BANGKOK, THAILAND
Design/Advertising Agency:JWT BANGKOK, THAILAND

Credits

Name Company Position
Satit Jantawiwat JWT Bangkok Executive Creative Director
Bhakpong Skonvitayanon JWT Bangkok Creative Director
Aekalak Kitdusitpong JWT Bangkok Senior Art Director
Jirayu Ardsamang JWT Bangkok Copywriter
Drakon Sirakovit JWT Bangkok Senior Communication Planner
Rafiq Ridzwan JWT Bangkok Communication Planner
Siranee Klinhom JWT Bangkok Brand Team Leader
Suthida Prasertbodin JWT Bangkok Account Executive

Brief Explanation

How can we make them part of the experience without spending huge amounts of money on expensive bands?

The Brief

The Brief : Every beer brands in Thailand holds concerts to engage and entertain their consumers. So how can we hold a concert that engages them like never before?

How the final design was conceived

Heineken created a new concert platform which no one had done before - the integration of a cinematic experience into a concert. Weeks before the event, we handed out the DM consisting of a synopsis of the story. The short films that told the same story through different points of view between a Boxer and a Mafia. The story contains a twist that leads to events that take place at the concert.

Indication of how successful the outcome was in the market

Web views reached 260,783 views, causing the Heineken concert participants to exceeded expectations.