In March 2016, Maroon 5 arrived in Brazil for a series of seven concerts across the country with their “V World Tour.” Since Adam Levine’s birthday fell on a tour date in Sao Paulo, Maroon 5 Brazil planned a birthday surprise for the lead singer. We partnered with Heineken, one of the tour’s sponsors, to create 6,000 “Happy Birthday” balloons and spread the word at the venue. We also worked with the band’s crew to create a moment during the concert where fans would hold up the balloons and sing Happy Birthday to Adam.
During the surprise, Adam Levine picked up one of the balloons and the image when viral, raising brand awareness for Heineken.
