Founder of D+3 Produes talks about his career and reveals details of upcoming projects
In May 2024, in So Paulo; and in June in Rio de Janeiro; Vibra Open Air resumes the cultural agenda under the organization of D+3, by businessman Renato Byington, who highlights the importance of sponsorship for the formalization of cultural events.
In an interview with propmark, Byington shared about its trajectory, discussing Open Air’s continued and growing durability among both the public and partners. Additionally, he offered details about upcoming projects.
Read the full interview:
What and how has the relationship between creators and creators with partner brands changed over these more than 20 years?
I would say that I am starting to see more subtlety in part of the market. Some brands already consider that a good activation does not necessarily need to have a big, huge brand to be remarkable. Before, everything was more explicit, more obvious and, in my opinion, in some cases, less efficient.
Radical was the change in the way we communicate, through social networks and online channels. Today there is no one who does not care about the online visibility that their brand will achieve, it is obvious. What really pleases me is seeing the real commitment of some actions, and more and more actions, to inclusion and diversity. It’s so much better to find an event with a diverse audience, inclusive treatment and respect for people. This is something new in Brazil.
What makes an event in a format like Open Air so long-lasting?
The undeniable return for the sponsoring brands adds to the high quality of the audience’s experience, which guarantees the renewal of our event’s sponsorship contracts.
Attracting, retaining loyalty and generating revenue are 3 basic pillars for any company. Open Air is very efficient in bringing the public closer to the brand and, as it is an experience that generates trust in people, it directly contributes to these goals. In the research we carry out at events, we have more than 90% of good or very good results for the evaluations made.
What would be the differences of D+3 Produes?
D+3’s commitment to the quality of the public’s experience and the way in which the brand will be approached are our central concerns. We dedicate ourselves for months to planning every detail, always thinking with the public in mind and hand in hand with the brand. To achieve this, we are a small, focused company dedicated to a few events per year.
Unlike other formats you produce, Open Air has nothing like it on the national market. What would be the explanation?
First, the way we relate to the project. Total dedication and the public feels it. We are honest and transparent in everything with our public. The same thing with our sponsors: everything is said clearly. The solutions and the problems. This way we gain the trust of people and brands.
Another point is, without a doubt, the giant and unique cinema screen: it has an area of 325m2, which is equivalent to a tennis court. And it is the height of a 4-story building. The best audiovisual experience you can have.
But the main thing is the format of the program, which brings together cinema, music, gastronomy, interaction between people, a charming and comfortable place, a lineup of shows that surprises and a list of films that at the same time brings news and classics that are reviewed and resignified with each edition.
And all of this at a fair and accessible price for a large portion of people.
What are the challenges for those who run a project like this to remain current and relevant, without falling into more of the same, which is what the public and partners already guarantee?
Each night at Open Air had a streak. Each session has a different audience and we create a story for each audience.
In this edition held in October in Rio de Janeiro, we screened the film “The Fabulous Destiny of Amelie Poulain”, released in 2001. The film plays a game with a garden gnome who is taken by a flight attendant on a trip and takes photographs in tourist spots around of the world.
After the session, while the public was enjoying the night at the Jockey Club, some people noticed that the same gnome was next to the bar and were taking photos with him, just like in the film. Wherever you look you can find new things, you just need to be able to see. This game we played at the event with Gnome, generating more than just a great photo opportunityhad an important effect of surprising and conquering.
Thus, Open Air, which takes place over 15 days over 3 weeks, actually consists of 15 different events. Combining the argument of a film with the motivation of a show and seasoning this with interventions that speak to the film: that’s Vibra Open Air.
How has the post-pandemic been reflected in relation to brands and the public, which has been selling out several events across the country?
The post-pandemic brought a lot of demand, but along with it came huge increases in production costs. Sponsorship and investment values in activations need to be adjusted upwards, and this is never easy.
As events in October 2023 have more or less returned to the pace they were before the pandemic, the need that the public expresses to be treated with respect seems more relevant at this moment. Everyone is tired of being disregarded for products, services or companies that don’t deliver what they sell. When you deliver what you promise, the result is very strong and leads to loyalty. The level of engagement that Vibra Open Air has on social media is impressive, with practically zero haters on our radar.
Do you already have dates and locations for the next editions?
Yes ! Open Air returns to So Paulo in May 2023 and to Rio de Janeiro in June.
What projects are scheduled for 2024?
In addition to Vibra Open Air, we will hold ARTE CORE, a visual arts + music + skateboarding event that takes place at the MAM Museum of Modern Art in Rio de Janeiro. another passion that D+3 Produes has been carrying out for 10 years in partnership with Homegrown.
But the big news will be the holding of a gaming event using the Open Air screen. Stay tuned….
