Campaign was created by A-Lab and Artplan and is a letter from Rock in Rio 2022 to Rock in Rio 1985
Rock in Rio launched the campaign “We Believe in the Dream” to celebrate the show “1985: A Homagem”, which will take place on the Sunset Stage of the festival, on September 9th.
The campaign was created by A-Lab and Artplan, from the Dreamers group, of which Rock in Rio is a part, and was born from the perception of a relationship between the two editions of the festival, both in 1985 and in the current one.
The video is a letter from Rock in Rio 2022 to Rock in Rio 1985, which has the message: “The beginning was not easy, but it was worth dreaming”.
“There are many dreams that have been dreamed and lived by each of our fans. Therefore, we want to invite you to dream with us again, to dive into your dreams and see the impact of this in our lives”, said Ana Deccache, Marketing Director at Rock in Rio.
The campaign makes a counterpoint between the first edition of the festival, in 1985, and today, remembering the challenges overcome since then.
“To illustrate the path we have taken so far, we propose a conversation between the first edition and the current one. So, we thought of writing a letter from 2022 to the one from 1985 with the aim of showing that, in order to overcome all barriers, it is enough for us to believe in the dream”, explained Gabriela de Carvalho, A-Lab’s service director.
The festival also launched a challenge on TikTok, #MeuSonhoRockinRio, and invited fans to rescue memories and share the dreams they want to live at the event.
Those who bring their dreams with more emotion and creativity will compete for 50 pairs of tickets to Rock in Rio, which starts on September 2, 2022, at the Olympic Park.
The challenge takes place from March 22nd to 27th within the app and the winners will be announced on April 4th.
The campaign will be broadcast on open and closed TV, cinema, newspapers, OOH, internet, radio and social networks.
