— CLIENT
Heineken Silver
— PROJECT
The Load of Life
— ROLE
Art Direction
— AGENCY
LePub APAC
Society pressures young people to be the most liked, successful and attractive — a constant weight that makes life feel anything but light. Heineken Experience Silver set out to change that.
To show that life can be smoother, the brand teamed up with Thai superstars The Toys and Pyra to create “Let It Flow”, an anthem encouraging people to let go, breathe and express themselves freely. The duo brought their signature style to the music video, behind-the-scenes content and live appearances, strengthening the brand’s positioning around creativity and authenticity.
The collaboration expanded into fashion with the “Let It Flow” capsule collection, featuring oversized pieces, fluid Y2K-inspired design and a silver-green palette that embodied the brand’s light, expressive identity. The launch was supported by events across Thailand — even within the country’s strict alcohol-advertising restrictions — turning the campaign into a cultural moment.
“Let It Flow” debuted on Spotify, YouTube and major digital platforms, helping launch the Heineken Experience Music Platform in Thailand, anchored by the same ambassadors and aimed at inspiring a new generation to live with ease and confidence.
