Hoegaarden’s global activation campaign, “Feels Like the Weekend,” consists of a variety of activities encouraging consumers to enjoy the weekend wherever they are. One of the six key pillars of this activation is “The Weekend Live Music.” We were tasked with organizing the inaugural The Weekend Live Music event, which featured Ardhito Pramono in collaboration with Lucy in The Sky at Senayan Park, Jakarta.

Additionally, JA+ created and produced an intimate interview with Ardhito Pramono, which was used as part of our promotional efforts for the event and shared on social media. Our creative and production teams collaborated closely with all involved parties to ensure that the event achieved maximum impact.