Partnership focuses on stimulating connections, experience and knowledge that make people rethink their relationship with cities
Heineken and Mita signed a partnership to develop a series of activations at the festival that takes place in May 2022, in São Paulo and Rio de Janeiro.
The focus of the partnership is to stimulate connections, experience and new knowledge that encourage people to rethink their relationship with cities, seeking more conscious, sustainable and collective attitudes.
“Leisure moments, cultural spaces, music festivals such as Mita and even a bar table with friends can become spaces for reflection, learning and behavior change, with immense potential for multiplication”, said Gabriel D’Angelo Braz , marketing director for the Heineken brand in Brazil.
Mita is the first festival produced in partnership by the companies Bonus Track, owned by Luiz Oscar Niemeyer and Luiz Guilherme Niemeyer, and 30E – Thirty Entertainment, and will take place annually.
“Since the conception of Mita, one of the main pillars of the festival has been reciprocity with society. We want entertainment to also play a role in stimulating reflection on how we take care of our cities and our communities. Having Heineken present with us in the first edition of Mita will increase our voice”, says Guss Luveira, from 30e.
Mita’s organization will offset carbon emissions from the event’s production and, in partnership with Heineken, the festival will have a biodegradable cup model, derived from renewable resources such as corn starch.
The festival will also dedicate an area for reflection and discussion on the importance of society as a whole in social and environmental responsibility actions. For this space, the event invited the institutions Gerando Falcões and Instituto Vida Livre to present their proposals for action, projects developed and concrete results achieved.
The line-up mixes international and national attractions, bringing to the same event already established names in the music scene, musicians with a strong history in the country and, also, new names that are beginning to emerge and conquer the public. The music curatorship is signed by the directors Bonus Track and 30E, in partnership with MangoLab.
The festival will have a daytime format, following the global trend for outdoor events. In Rio de Janeiro, it will take place at the Jockey Club in the open area known as Pião do Prado, with a total of 110 thousand m2, and in São Paulo it will be at Spark Arena, which has more than 107 thousand m2.
