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Coca-Cola Rock in Rio 2017

As a main sponsor of Rock in Rio, Coca-Cola had the right to activate a 180 m2 space at the world’s biggest music festival. Coke challenged us to create an activation that could translate their communication strategy on the music territory: fans on the spotlight. The focus should on the audience, not the stage. Our solution was to create a very special stage where we democratised the experience for the audience. First we formed a mega band formed by young music lovers: 4 drummers, 5 electric guitarists, 2 bassists and a keyboard player. Our singers? The audience attending the festival! Coca-Cola FM Band rehearsed dozens of hit songs that were played at the 7-day festival and sung by anyone at Rock in Rio that wanted to go up our stage and be the star. The experience consisted on playing 25 songs a day; each song was sung by 50 music lovers and played live by our mega band. To step up the experience, we also created an audition booth where guitarists and drummers were auditioned live and, if approved by our music director, could join the band and have the experience to play live for a large audience at the world’s biggest music festival. For the first time, the audience became the star and spectator at the same time at a stage at the festival.

Project Roles
Art Director, Creative Director, Designer, Event Producer, Illustrator, Motion Designer, Set Designer
Company
Coca-Cola
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, After Effects, Art Direction, Creative Direction, Event Management, Experiential
Media
2D Animations, Advertising, Brand Identity, Corporate Events, Environmental Design, Events, Illustrations, Motion Graphics, Music
Project Industries
Advertising, Beverage, Entertainment, Music
Coca-Cola Rock in Rio 2017
Coca-Cola Rock in Rio 2017