Hering promoted this Saturday (17), in São Paulo, the “Sofar Sounds of Christmas”, an experience that brought together music and Brazilianness to celebrate the arrival of the end of the year. Created by SoWhat, activation was inspired by the concept “It’s nice to see you from Hering. It’s nice to see everyone partying”, the brand’s main campaign message, which consists of an intimate celebration – as is characteristic of Sofar Sounds events, specialists in secret shows that reveal new artists around the world.
The Christmas and Brazilian edition of Sofar Sounds was inspired by the label’s events, which deviate from the conventional presentation format in bars and concert halls. Thus, the action brought closer proximity to the musicians in an intimate show, in a party atmosphere among friends. In the line-up, which took place at Casa das Caldeiras, in the capital of São Paulo, there are names that are emerging in Brazilian music: Bala Desire, winner of the Latin Grammy 2022 in the category Best Pop Album in Portuguese, in addition to Nina Oliveira and Amanda Guimarães , opening space for the Instituto Anelo Children’s Choir.
Fabiola Guimarães, Hering brand director, says:
“The idea of uniting Hering with Sofar Sounds to end our 2022 is directly connected with an important pillar of the brand, that of Brazilian culture. In addition to bringing visibility to new music talents, we were able to materialize our Christmas campaign ‘It’s beautiful to see everyone partying’ to celebrate all our achievements and also prepare for an even more promising year ahead.”
Caroline Swinka, Partner and COO at SoWhat, reviews:
“This project is a different way of reinforcing Hering’s message for this end of the year alongside the best of the rising scene of Brazilian music. For SoWhat, enabling an edition of Sofar Sounds sponsored by such an iconic brand means connecting the customer with popular culture, which is fundamental for any company.”
The action also includes initiatives in various digital channels, with coverage of influencers involved in editing. Check out:
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The Sofar Sounds movement offers artists and spectators the unique opportunity to perform and witness concerts by independent artists in secret presentations, held in itinerant spaces. The movement, started in England and today global, already happens in more than 500 cities in the 5 continents.
Dilson Laguna, CEO of Flow.Creative, agency representing Sofar Sounds Brasil, says:
“One of the virtues of Sofar as a cultural project is that, while it is a global initiative, it greatly values the local culture of each region. In Brazil we have a great lack of space and platforms for new talents and here Sofar ended up serving as a platform for new artists, unlike other countries where they have more opportunities. That is why the meeting with Hering happened naturally, as the brand raises the same banners of taking initiatives that cause social impact and value our rich and diverse musical culture.”
As part of the event, Hering Kids donated toys and clothes to the families of children in the choir, part of the brand’s strong positioning in terms of social responsibility present throughout brand actions.
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The post Ação de Hering promotes the Christmas edition of the global movement Sofar Sounds appeared first on ADNEWS.
