Wieden + Kennedy New York last week turned an ordinary billboard in New York into the set for a gig, as part of an ad campaign for Heineken Light beer...

The billboard, which is located on Lafayette and Great Jones in NYC, features the text 'this billboard is occasionally perfect'. As the film below shows, it is just an average poster site, though last Tuesday it formed the backdrop for a surprise gig by US indie rock band TV on the Radio.

The band performed a short set in front of the ad, with fans alerted to the gig via Twitter and Facebook. Further events in the Occasionally Perfect campaign will take place over the next few months, to keep up with when and where they are happening, check out the #occasionallyperfect hashtag on Twitter or Heineken's Facebook page.

Credits:
Agency: Wieden + Kennedy New York
ECDs: Ian Reichenthal, Scott Vitrone
Creatives: Charles Hodges, Gary Van Dzura
Production co: Show Cobra
Director: Matt Boyd

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