On August 17, 2011 Heineken’s NYC billboard on Lafayette and Great Jones became #occasionallyperfect.
Heineken organized a free secret concert in New York City. On an elevated stage set in front of a giant Heineken billboard, indie rock band ‘TV on the Radio’ performed a five song set for both fans and spectators alike. The Heineken-sponsored event took place at the intersection of Lafayette and Great Jones and lasted the better part of a half hour.
The concert was part of a larger campaign that advertising agency Wieden+Kennedy New York launched this summer for Heineken Light.