The brand has actions inside and outside the festival, with the aim of encouraging people to take steps that transform the city
Johnnie Walker announced its return to Lollapalooza Brasil, which will take place between the 22nd and 24th of March at the Autdromo de Interlagos, in So Paulo.
In addition to the master sponsorship and naming rights for the Perry’s by Johnnie Walker stage, the brand will have internal actions with the aim of encouraging steps that transform the city through art and music.
A mega event like Lollapalooza BR gives us the opportunity to take Johnnie Walker’s purpose beyond the festival and take bold steps across the city, connecting the brand with everything that generates movement, transformation and art, said Eric Strauss, Marketing Director at usque at Diageo.
The brand will be present with a stand, designed and executed by Agência InHaus, with an Art Station activation, where the public can personalize their own drink glass with items such as stickers and colored pens, and the “Blonde Game”, which will give a shoulder bag for participants who get the 3 steps of the Blonde Citrus drink recipe right.
In the space’s central bar, in addition to the classics Blonde Citrus and Black Penicillin, it will be possible to try drinks made especially for the event such as the Blonde Lolla and the Black Palooza. The stand also features a rooftop for guests of the brand with experiences and a privileged view of the Perrys by Johnnie Walker stage.
Outside the festival, Johnnie Walker will use artificial intelligence to transform locations in São Paulo into stages, with a kind of warm-up and countdown to the three days of the event, with interventions in the FOOH (Fake Out Of Home) format.
Among the actions connected to Lollapalooza BR, Johnnie Walker also led his famous Keep Walking for a partnership with the brand Vans, which resulted in pairs of exclusive and personalized sneakers by the artist Vinicius Gut (@gut42) to give as gifts to a selected mailing list.
The sneakers will not be sold to the general public.