LARGE-SCALE EVENT PRODUCTION
Heineken Silver x ARC
Redefining St. Patrick’s Day in Chicago
CORE SERVICES
Heineken Silver wanted to shake up Chicago’s most iconic tradition, on St. Patrick’s Day. The goal was to move past the day’s legacy beer brands and place Heineken Silver at the heart of Gen Z culture with a bold, modern, and premium identity.
To make it happen, All Terrain partnered with ARC Music Festival and WAMI LIVE INC to create a multi-venue takeover. The centerpiece was “ARC on the River,” a midday rave on the Summer of George boat, right as the city dyed the river green. After his sold-out Chicago show, Irish DJ KETTAMA announced the exclusive invite-only event, driving over 4,000 sweepstakes entries in the first hour alone. With 400,000 spectators on the riverfront and a simultaneous 13,000-person bar crawl, we transformed a beloved tradition into a genuine cultural moment.
Our creative approach
Our strategy was to break through the city’s familiar sea of green with an element of surprise. The unannounced rave on the Chicago River, paired with bold silver branding, caught everyone’s attention. Custom silver puffer jackets became so coveted that guests on the spot offered up to $200 to buy one, making Heineken Silver the undeniable standout of the day.
We livestreamed the entire activation on YouTube, giving audiences everywhere a front-row seat. The branded boat and high-energy DJ sets turned a familiar tradition into a headline-worthy experience, sparking organic shares and positioning Heineken Silver as the premium choice for a new generation.
The Results
The results were immediate. Across the city, 13,000 bar crawl participants connected with the brand, while 477 guests attended the exclusive cruises. The activation generated 4,358 sweepstakes entries, nearly 1 million TikTok views, and over 70,000 YouTube livestream views in the first week.
Owning the Spotlight on the River
The energy carried online, with unpaid influencers and fans flooding social feeds with FOMO posts, “I was crying when I didn’t make the list” and “I’ve never had such FOMO in my life.”
Heineken Silver made history by standing out on a day once owned by legacy beer brands and owned the conversation with Gen Z.
