Heineken opens Green Room at
Sundance Film Festival
Ultimate ride of sound and vision
NEWS
World ofHeineken 37 Winter 2007/2008
Heineken USA opened the Heineken Green Room in
Park City, Utah in January, as part of its support for the
Sundance Film Festival. It was the fourth consecutive
year that the US OpCo has participated in the festival
in this way.
The Flying Sumo Restaurant was transformed into one
of the most exclusive destinations of the Festival from
18 to 22 January, hosting a wide variety of parties and
dinners for the casts and crews of many of the films to
be featured at Sundance.
The Heineken Thirst concept has been adapted for the
Indonesian market with the launch of Heineken Thirst
Senses 2007. Thirst Senses is a national competition
offering disc jockeys (DJs) and visual jockeys (VJs) the
chance to showcase their skills and win a host of prizes
and cash. It is designed to unearth some of South East
Asia's most talented up and coming dance artists and
visual jockeys, who create video displays for clubs.
"Heineken Thirst Senses offers dance music fans an
exciting combination of music and art, the ultimate ride
of sound and vision," says Diana Bruns, responsible for
music sponsorship. "Thirst Senses 2007 differed from
previous events in Indonesia as the competition was
open to visual jockeys, adding an entirely new dynamic
to the contest."
Consumers were encouraged to enter the competition
through the Heineken Thirst Senses website.
Participants submitted their demo tracks, with
short-listed candidates taking part in a preliminary
round in Jakarta in November.
Heineken USA also used its activities at the
Sundance Film Festival to announce this year's
programme for the Heineken Red Star Award
2008. This year, Heineken expanded the
programme by presenting the award at ten
independent film festivals. The Heineken Red Star
Award was created to recognise and celebrate
the achievements of today's most progressive and
gifted directors in independent film.
In the picture above, actor DB Sweeney shows off
his award.
tmoore@heinekenusa.com
"The Heineken Green Room is a unique haven
for celebrities and emerging filmmakers to relax
and revel in a private atmosphere during the
festival," said Andy Glaser, Vice President of
Marketing, Heineken Equity. "We hosted five full
days of special events, celebrity dinners and post-
screening festivities to celebrate the inspiration
and spirit of independent films."
www.heinekenthirstsenses.com
2
