Spring isn’t just flowers. This year, the most flowery season of 2022 also arrives full of music and bitterness. And in this musical junction with new tastes and flavors, Beck’s brings to Brazil the first edition of Primavera Sound, one of the biggest festivals in Europe, with the concept “Awaken to the Bitter Spring”. The campaign delivers a series of unique actions uniting Primavera’s avant-garde music with Beck’s bitterness.
With a film created by the agency AKQA, the brand shows how bitterness can take people to surprising places, even Primavera Sound. The initiative begins with a film presenting beer and telling about the origin of bitterness: directly linked to nature, including the most beautiful flowers. The film premiered on TV, during the break of Travessia, a new 9 pm telenovela on Globo. Check out the video:
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And it is not only in these universes that the brand invites people to wake up to this spring bitterness. If all roads lead you to Primavera Sound, the subway and CPTM trains could not be left out. Thus, Beck’s invaded the rails by stamping the wagons of the Verde – subway – and Esmeralda – CPTM – lines with a special painting alluding to the festival. This is just the beginning of everything that lies ahead until the event.
Lara Azevedo, Head of Marketing at Beck’s, says:
“Beck’s and Primavera Sound value avant-garde movements and bet on new names in the scene as a form of cultural promotion. Beck’s presents the unprecedented festival in Brazil and invites São Paulo to awaken to new senses through Beck’s bitterness.”
Carolina Pinheiro, Associate Creative Director at AKQA, says:
“Bitter, like spring, awakens us to something new. You just open up. That’s why our campaign invites people to take a risk: whether it’s trying a new flavor or listening to new music. She is an invitation to get out of your bubble. Because the truth is, when you wake up, there is no going back.”
One of the most acclaimed festivals in the world, Primavera Sound, presented by Beck’s, arrives in Brazil from October 31 to November 6, with several artistic interventions spread across the city and in the Anhembi District to bring art, creativity and bitterness to São Paulo. The main shows take place on the 5th and 6.11.
Best-selling German beer in the world and known for its superior bitterness compared to other labels in the premium segment of the market, the beer brand fosters the emerging cultural scene and connects with the public by creating disruptive actions that question the status quo.
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The post Beck’s presents the Primavera Sound Festival for the first time in Brazil appeared first on DNAMEWS.
