On the 31th of July Grolsch filmed their new TV commercial starring the band Moke and Junkie XL
The shoot took place on a rooftop in the centre of Amsterdam and was to be followed by a short performance of Moke and Junkie XL
de-construct and Human Media were in the lead to generate the online buzz around the shoot
To generate online buzz the uniqueness of the rooftop concert was used as the main seeding angle…
One condition: actual location was only to be disclosed 45 minutes before the actual performance due to mass fan attention which could disturb the recordings of the TVC