"Live Your Music" brought to life

There is a rock star in all of us. But only very few dare to take to the big stage. With their campaign, Heineken and Equipe want to encourage people to spontaneously leave their comfort zone for unique musical experiences.

At the Open Air Gampel, visitors were asked to perform the hit "Up in the sky" by the Swiss pop band 77 Bombay Street. Of course, without having to perform in front of a huge audience - virtual reality goggles and headphones provided a goosebump atmosphere. What people didn't know, however, was that the stars of 77 Bombay Street were in a side room performing live. The moment when this secret was revealed was accordingly overwhelming.

But that was not all. Some participants were allowed to experience the following festival concert of 77 Bombay Street backstage very closely. During "Up in the sky" they were then surprisingly asked by the band to sing along to the song. In this way, a music experience that began virtually became as real as it can get: Live on stage in front of thousands of enthusiastic spectators.

The video created during the campaign has been available on YouTube since yesterday. It is accompanied by a social media and influencer campaign, video ads and various media cooperations.

Responsible at Heineken: Nabil Nasser (Head of Marketing), Christian Weise (Group Brand Manager), Isabel Einhorn (Brand Manager), Stefan Steiner (Junior Brand Manager). Responsible agency: Equipe. Responsible media agency: Starcom.