Everyone has their own music taste and tends to be loyal to it. Nevertheless, social algorithms directly bury their desire to break the boundary of their own music taste and modishly enjoy it in many moments of life.

BREAK THE THE BUBBLE OF MUSIC Heineken took the initiative in refreshing Vietnamese youth’s music with the novel and uncompromising enjoyment - “REFRESH YOUR MUSIC" 2.0. The campaign excitingly aspires the new breath to everyone's favorite genre, which they have never thought it would be great like this before

PHASE 1: REFORM THE MEANING FOR “REFRESH YOUR MUSIC" BY LOCAL EVENTKick off by the social movement from Vietnamese Music Icons (Thu Minh, Yuno Bigboi, Jayki, Liz Kim Cuong) to public their hit-song with the whole new genre, spreaded by trendy influencers and mass communities, to stimulate the curiosity and seed the initial meaning of breaking boundaries in music.Afterwards, Heineken welcomes youngsters to the first Refresh Your Music Local Event where they first emerge into the diversified world of refreshing music. The event really triggered the hype for social media spreading and also seed the stronger desire for refreshing everyone's lovest music genre.…with the lever from the local event, Heineken kickstarts…PHASE 2: SKYROCKET WITH GLOBAL MUSIC EVENTTo make every second count to the Vietnamese young music-enthusiasts, Heineken was well-prepared to interactively break their music label and gradually hyping them towards the Super Concert.BONFIRED BY THE MINI ROADSHOWS Pushing the hype smartly, Heineken owned 3 mini-show at the brand outlets, performing by popular singers (Mai Tieng Dung, Orange, Phuong Ly) with “never-ever” performances of their own refreshed hits, successfully raised the youngster’s FOMO for a greatest show coming.FINAL SHOT AT THE FIRST-EVER EVENT The event is get hyped by famous line-up, especially Heineken iconic army, each of them stands for different angle and story:Thu Minh: a respected diva of Vietnam music industry, holding the heart of every generationKarik: a rising rapper icon of the young music-enthusiast from underground to showbiz worldThe Chainsmokers: the world-recognized DJ for their pop-ification of electronic dance music This “all at once” combination excites the social discussions, crystally erases every border of music. Hence, helping “Refreshing Your Music” spirit massively reach millions of Vietnamese youngsters' hearts.To maximize the bond between the Super Concert and consumers, beforehand, Heineken announced the Refreshing Hub to enable youngsters the chance to vote on a refreshed version from their favorite song from Chainsmokers and performed by Thu Minh or Karik. The highest voted one is promised to perform at the Concert.Eventually, Heineken Refresh Super Concert successfully cleared every barrier for the Vietnamese young music-enthusiasts of all genres, and led them live with true brand spirit of “Refreshing Your Music”.

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