Not every occasion is right for a beer that is both premium and light, like Heineken Light, but when it is it has the ability to make those situations even righter. Handlebar Moustache, part of the “Occasionally Perfect” campaign, helps celebrate another thing that needs the right event to be fully appreciated, the handlebar moustache.

Our solution was The Occasionally Perfect Billboard, a normal, droll piece of media in New York that was transformed into a stage for a surprise performance by TV on the Radio.

We teased the occasionally perfect moment using Heineken and the band’s social media channels. We then turned a video of the concert around in less than twenty-four hours to accompany the flurry of press that followed in the days after.

The event generated over 31 million free media impressions and the accompanying YouTube video was viewed over 1,170,000 times. Sales on the whole for Heineken went up in the latter part of 2011, and while sales can't be pinned directly as resulting from the 'Occasionally Perfect' campaign, the target audience was more engaged than ever.