To be listening to beer when sipping your lager, is it possible? Heineken proved it is. In the very end of this summer, on August 27-28, the brand teamed up with Lush 99.5fm to launch “Radio Heineken” during the Gilles Peterson’s Worldwide Festival Sessions, Zouk Edition 2010.

The collaborative project was developed as a part of Heineken’s sponsorship of the two-day event. The radio was broadcasting live from the mobile station designed by the iris creative agency. The creators decided to make it look as a retro radio studio, which perfectly fitted the environment, and became one of the key pieces of activity at the dance festival. From the Radio Heineken studio they were broadcasting interviews with festival founder Gilles Peterson as well as the event’s performers, and also were playing music by other artists who were present at the event, including Dam Funk, Jazztronic, Dorian Concept, dOP, Ikonika and Lefto.

The iris agency was behind the strategy and concept development of the project and created the whole range of visuals for the project, including the logo. This event, as well as all the activities of Heineken’s Green Room program, was backed by the studio.

Luke Nathans, managing director of iris’ experiential operation for Asia Pacific Breweries Singapore, which manages brewing, marketing and distribution of Heineken, commented, “We wanted to create something that would drive maximum standout for Heineken at one of Singapore’s biggest dance music festivals and create a really strong on-ground presence. The unique partnership with Lush will also very much strengthen the association between Heineken and cutting-edge music and is a perfect fit.”