Red Bull returned to Lollapalooza Brasil after 10 years away from the festival. To mark its presence at one of the biggest musical events in Brazil, the brand brought urban culture to the event with a booth super decorated in the theme.
In addition, the brand took the “Red Bull Dance Your Style“, a dance battle that is already in its second edition here in Brazil. But the public didn’t just watch their dancers doing 1v1 duels, as dance lessons were made available to booth visitors.
All of Red Bull’s action at Lolla Br was coordinated by the Athens agency. To learn more about this activation, Adnews spoke with Denise Garrido, CEO of the Agency, who told about the planning and the expected results behind the action.
1- What are the main innovations that Red Bull brought to Lolla this year through Agencia Athens?
Denise: After 10 years, Red Bull was back at Lollapalooza Brazil and this year it took the dance battle Red Bull Dance Your Style, which is in its second edition in Brazil, to the festival. The brand’s space had an unmissable program: in addition to voting for their favorite dancers in 1:1 battles, the public also participated in dance classes. The action was part of a Red Bull Dance Your Style showcase, which will take place on April 29 in Rio de Janeiro, and is open to the public.
2- How was the creative process to develop the stand and experiences for this Red Bull demand at Lolla?
Denise: The entire creative process was developed jointly with the brand. Athens signed the creation, planning and all the execution of the action. Dance for Red Bull is more than a universal language, it helps to forget problems, unites people…. In this way, the brand’s space at LollaBR reflected a lot of this. The cube-shaped structure was made up of playful elements in the scenography, furniture and art interventions that refer to urban culture, along with a lighting project highlighting the brand’s colors. The space, where the battles of the global Red Bull Dance Your Style platform took place, gained prominence in the activation, the LollaBR audience that circulated from one stage to the other at the festival always stopped there to interact, vote for their favorite dancer and take pictures.
3- The theme this year, the brand’s second year at the Festival, was Urban Culture. What was the strategy and purpose defined for choosing this topic?
Denise: The strategy was to create an environment that was at the same time a meeting point and body manifestation to further connect music with the urban, through art and a lot of diversity. Regarding the program, the space was open throughout the festival, but at specific times it offered special interactions with the public, and at others it was used for battles played by invited scene dancers.
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