AF/Malta, a live marketing agency focused on mega events, was responsible for creating and executing immersive activations for Porto, main sponsor of Cirque du Soleil’s CRYSTAL show in Brazil.
In a exclusive interview with Adnewsthe agency’s CEO, Felipe Malta, highlighted the importance of taking care of the details so that the public feels part of Cirque’s magical universe, mentioning that “the detail is part of the grandeur” of the activations.
The main attraction developed by F/Malta was a gigantic replica of a glacier, inspired by the setting of CRYSTAL, which allowed spectators to enter and take photos as if they were part of the show. This installation was designed to be dismantled and transported between the cities of Rio de Janeiro and São Paulo, maintaining its impeccable quality throughout the presentations.
“We couldn’t do anything basic, simple. We are talking about the biggest show in the world, so we went above and beyond in terms of finishes and the choice of materials so that everything was impeccable”, highlighted Felipe Malta. “It is not only a creative issue, but also one of engineering and choice of materials so that the installation can withstand four months of intense public circulation”, added the CEO.
Furthermore, the VIP area featured a kaleidoscope of mirrors and an LED panel, simulating the inverted world of the show’s plot, giving the public the chance to create interactive content for social media. The agency also took care of lounges with charging stations and lockers, reinforcing the care and experience for the public.
According to Felipe Malta, the feedback from both Porto and the public was extremely positive. “Porto is extremely happy with the result, mainly due to the number of people interacting with the brand and the feeling of care that we were able to transmit at each point of contact”, he commented, highlighting the importance of the emotional connection that the activations created.
F/Malta’s activations not only won over the public, but also caught the attention of other brands and agencies in the market, becoming an important case for the agency. “We received messages from several players congratulating us on our work, which is very gratifying”, concluded Felipe Malta.
