Brand Experience
Thirst
Creative direction and event production of Heineken’s global dance music initiative which has visited 30 countries in 2004 alone.
CC-Lab was approached in January 2002 with a brief to develop a global touring dance music initiative for Heineken.
In response to Heineken’s brief, CC-Lab worked closely with other lead agencies to create Thirst, a global campaign which would bring the production values of live band gigs to a dance music event, incorporating full branded ownership for the brand in a way which would build credibility with underground dance music fans across the world.
A key element of Thirst is ‘Found at Thirst’, a DJ competition which runs in each city in the weeks leading up to the arrival of the main Thirst event.
CC-Lab created the event brand experience for Thirst, meeting a complex set of criteria including the need to work in any language and culture, and to be capable of adapting to any space from the fabulous Zouk Club in Singapore to a warehouse shell in Rio.
CC-Lab is responsible for event production, artist production, creative direction and the ongoing development and implementation of the Thirst brand identity.
Each Thirst event includes bespoke visuals featuring material shot and edited by CC-Lab in the days leading up to each event, and integrated into the overall Thirst brand identity.
Thirst has been awarded a Mobius Award, and was highly commended at 2004’s Marketing Design Awards. Pre-production on the third year of Thirst is now underway.