HIENEKEN THIRST

Event, TV and content production of Heineken’s global dance music tour.

CC-Lab was appointed by Heineken to develop a global touring dance music initiative that would bring the production values of live gigs to a dance music event whilst giving full branded ownership of the experience to Heineken in a way which would build credibility with dance music fans across the world.

We created an at-event brand experience and a modular staging design that met a complex set of criteria including the need to be multilingual and adaptable to any space from the fabulous Zouk Club in Singapore to a warehouse shell in Rio.

We were responsible for all event production, artist production, content production and the creative direction and the ongoing development and implementation of the Thirst brand identity. 

Over 4 years, Thirst made its mark across the globe, traveling to 5 continents, 41 countries and 85 different cities. The gigs featured performances from by 20 A-list DJs and 15 top-tier live bands, including Paul Oakenfold, Tiesto, Groove Armada, Basement Jaxx, Pete Tong, Roger Sanchez and Eric Morillo.

Thirst won a Mobius Award and earned a high commendation at the Marketing Design Awards.