Brazil will be the stage, for the first time, of one of the most traditional festivals in Europe, Primavera Sound, and to promote the moment, Beck’s launched a campaign that counts on the concept “Awaken to the Bitter Spring”.
The campaign, created by AKQA, presents the beer and tells about the origin of the drink’s bitterness. The film premiered on TV, during the break of Travessia, a new 9 pm telenovela on Globo.
“Our campaign invites people to take risks: whether to try a new flavor or to listen to new music. It is an invitation to come out of your bubble. Because the truth is: when you wake up, there’s no going back”, says Carolina Pinheiro, AKQA Associate Creative Director.
In addition to the campaign, the brand is also activating the festival on the green line of the subway and on the emerald line of the CPTM in So Paulo, with stickers on the buses.
Primavera Sound, presented by Becks, arrives in Brazil from October 31 to November 6, with various artistic interventions spread across the city and the Anhembi District. The main shows take place on November 5th and 6th.
“Becks 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 So Paulo to awaken to new senses through Beck’s bitterness,” said Lara Azevedo, head of Beck’s Marketing.
