Heineken has created a video, 'Sunrise belongs to moderate drinkers', which it is airing on its YouTube Channel, Facebook page and brand website, and is also promoting it on social media.
The video, created by Publicis International, features Heineken’s "legendary hero" character at a party, taking advantage of all the opportunities the night offers and opting to drink water rather than beer.
It closes with him watching a sunrise with DJ Audrey Napoleon, playing an exclusive track.
To coincide with the rollout of the video, Heineken has launched a Facebook app, created by AKQA, which maps the best places to enjoy sunrises in four cities – London, San Francisco, Ho Chi Minh City and Rio de Janeiro.
Prior to this, Heineken placed sofas in these cities in the best position to see the sunrise, and encouraged consumers to post pictures of themselves enjoying the sunrise to its Facebook page.
These will be shared via the Facebook app. Unruly Media, the video-seeding specialist, seeded the campaign and introduced a new feature, which shows tweets with the hashtag #mysunrise and #sunrise appearing at the top of the video ad unit.
Alexis Nasard, chief commercial officer, at Heineken, said: "This approach breaks from the norm of traditional responsible-consumption messages, and takes a progressive stance by showing that drinking responsibly can be aspirational."
Heineken rolled out its global ad campaign, which introduced the strapline "Open Your World", to the UK in April.
Last week, the drinks maker upped its investment in Facebook, signing a global ad partnership, which will see the two companies collaborate on digital campaigns for Heineken brands.
Follow Sarah Shearman on Twitter: @Shearmans