HEINEKEN X EDBANGERland
10 years party in Paris
Celebrating Heineken’s 140th anniversary, the brand partnered with electronic music label Ed Banger, in their 10th year. Their association was publicized during events across the globe, starting in La Villette, Paris. Heineken asked us to create a visual installation adapted to the event. A big one.
BIGGEST bottle on the bar
The challenge was to deploy something during the event that would narrate, at the same time, Heineken's 140th anniversary, SO ME's visual universe and the création of Hk x Ed Banger Anniversary bottle - which glows in the dark.
The challenge was to deploy something during the event that would narrate, at the same time, Heineken's 140th anniversary, SO ME's visual universe and the creation of HK x Ed Banger Anniversary bottle - which glows in the dark. It had to be big, cool & bold. It also had to be distracting to the audience, and follow a long set of rules and regulations, since it was in the middle of a big party. No pressure, guys.
So after a lot of back and forth, we finally opted for a giant, 10ft bottle, encrusted in Heineken's bar, acting as a volumetric screen for a tailor-made movie clip.
The video was a mashup of all the visual influences of the brand. From the historical Amsterdam architecture where the factories are since 1873, modern bottling machinery, all in the Edbangerland context of old fashioned funfairs. It also showed the HK x Ed Banger Anniversary bottle design.
As for the model, it was 3D scanned to get a perfect digital replica. A special software was developed to be able to map the image to the sculpture no matter the projector's position.
This complex project involved close relations with Ed Banger’s designer and creative director SO ME, technical management with OVVO engineers, integration with Halloween’s stores during the event and heavy creative pipeline with our animators, 3d guys and motion designers. The result is, ultimately, uplifting.
Oh, and the party was great, too.