Projects - Experiential / Digital

Heineken – Carol KaraokeBiography


What if you were singing holiday carols to a few friends at a karaoke bar, when suddenly your performance became a concert broadcast before thousands on the Jumbotron at a professional basketball game, in Times Square and on the screens of nearly every New York City taxicab? Would you keep singing?

Director Josh Nussbaum paired with Heineken and agency W+K NY to find out. Karaoke can be the perfect way to let loose among friends…or else a guaranteed path to utter embarrassment. In the spirit of holiday cheer, Heineken invited dozens of people, presumably supplied with promises of unlimited heineken, to partake in  a delightful celebratory evening of holiday inspired Karaoke.  

Unbeknownst to these karaoke lovers, Heineken’s henchmen hid a TV studio behind a curtain in preparation to broadcast the performances live in Times Square, in the back of taxi cabs, and on the Jumbotron at the Verizon Center in Washington, D.C. In other words, there was a hidden crowd…of 30,000 strangers!

A good number of people were more than happy to share their vocal prowess with thousands of people. As a wise elf once said, “The best way to spread Christmas cheer is singing loud for all to hear.”