To celebrate the 10th anniversary of the French record label Ed Banger, Heineken launched a really nice mini website : edbangerroom.com. edbangerroom.com is a timeline where you can navigate in the label history in a very playful way. It is full of anecdotes and exclusive content about Ed Banger – and even if you don’t speak French, you may be able to interact and enjoy it.
(As a friendly reminder, Ed Banger is the home of French Touch bands and djs such as Justice, Busy P, Laurent Garnier, Breakbot, Sebastian etc…, as well as Norwegian producer Cashmere Cat. It’s good music for the gym. Or, for getting sweaty in general.)
France is a difficult market regarding alcohol advertising. Due to some local regulation Heineken is not allowed to communicate under its name. Therefore the brand created the Green Room Session label as a flagship for their activities around music.
“Heineken Green Room brings together unconventional artists in special venues for musical experiences that aim to be different, from the usual party clichés. The Heineken Green Room is to make social, contagious music experiences that travel well beyond the four walls of the Green Room.” explains Senior Marketing V.P. at United Breweries Ltd.
As part of the digital experience, a quiz is taking place on the Green Room Session Facebook page where fans are offered the opportunity to win full packages for each date to follow the label on its world tour, t-shirts, collector books and other memorabilia items.
Heineken also took advantage of the event to give the Dutch beer bottle a shot of French style. The limited edition aluminium club bottle has been designed by the label’s art director So-Me and is currently on sale as a preview at Parisian shop Colette.
Although there is not much new or innovative in this campaign (except maybe for the Parallax Scrolling, which is quite trendy nowadays), it is just, and it is sometimes enough to be mentioned, a very nice artwork. Great conception, beautiful graphics, consistent and loyal to the label identity.