Sextou and the Adnews team are already in the mood, so we have a good tip for you who will be in SP this weekend! The Momentum agency is responsible for the Virada Cultural 2023 campaign, organized by the City of São Paulo (SP). The event, which takes place on the 27th and 28th, will have 12 arenas throughout the city and 500 live cultural attractions, with expectations of bringing together 4 million people.
Guided by the ‘Virada Cultura do Pertencimento’ concept, the campaign features a 30” film for open and closed TV and digital channels. To gain more adherence with the different audiences and stages of the Virada, the campaign also features five jingles with the most popular musical styles in the country: rap, sertanejo, rock, samba, in addition to the original version, which are being broadcast on the city’s radio stations. The disclosure also extends to the media display programmatic, social networking, free Wi-Fi, print and media indoorin addition to urban mobility media, such as car TV screens by application and media spaces in Metro, CPTM and urban furniture (street clocks and bus stops).
Virada Cultural is one of the biggest free cultural events in the country, known for celebrating artistic diversity and promoting access to culture for all citizens in a kind of megafestival in the largest arena in the world: the city of São Paulo.
This year’s attractions include Michel Teló, Iza, BaianaSystem, Karol Conká, Supla, Anavitória, Tierry, Marina Sena, Dilsinho, Tássia Reis, Alceu Valença and Tiee, among others. To access the full festival schedule, visit the event’s website by clicking here.
“Since São Paulo is such a diverse and grand city, we had the challenge of reflecting these characteristics in our campaign, bringing the concept of belonging and encompassing different audiences in our city”, says Marcelo Diniz, editor of Momentum.
Watch the full campaign film below.
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