The brand will promote the Presena Preta project and have several activities throughout the event
Vivo will once again count on the Presena Preta project at Lollapalooza Brasil, which will combine music and sport in the 2024 edition.
Now, the brand will address breakdance, the new Olympic sport, which has its origins in black and peripheral cultural manifestations, with the aim of increasing the sport’s visibility and bringing the public closer to the sport.
The power of black culture has many fronts and we understand that we can broaden our perspective even further when we talk about representation at festivals like Lolla BR. As a brand that believes in sport and is committed to racial issues, we understand that this is the perfect space to use our strength to promote, at the same time, culture and sport, said Marina Daineze, director of Brand and Communications at Vivo.
To start this conversation, Vivo premiered a film, created by VML, which explores the artistic possibilities of the synergy between technology and breaking culture. The audiovisual piece, which is directed by filmmaker Juh Almeida, will star Bboy Luan San, Breakdance athlete from Team Brasil and will have the beat performed by MC Levinski from Batalha da Aldeia.
At the event, Vivo will promote rhyme battles both at its 100m stand and in its space at Lolla Louge. On the track, LED screens will create the atmosphere and show the content produced at the event.
The dances and rhyme battles will take place on the ground floor and will have grandstands for the public to enjoy the performances and take the time to recharge their cell phones with Ovvi fast chargers. When the battles are not taking place, the stand will have three stations with beat dance tracks, which will have a sensory LED base and will be connected to a giant LED screen that will show the indications of the music steps, so everyone can follow some steps of the song. dana.
Still on the ground floor, a special space will be reserved for Ovvi and visitors will be invited to discover and memorize the portfolio in an activation in a technological and innovative way, in addition to having a special area to record this moment on social media.
On the second floor of the stand, Vivo will have an environment for its customers, who will find several backdrops for photos, resting spaces and cell phone chargers, as well as snacks and water. Participation in this space will be done through customer identification, with a scheduled rotation to serve a greater number of people. At some points during the festival, Vivo will also offer cell phone charging stations outside its spaces.
At the event, the brand’s spaces will be the point of connection with the public and will bring the visual concept of the campaign, which brings direct references to the country’s street art. Vivo will also have a squad of black influencers.
Presena Preta encourages a sense of community and increased representation of black people in cultural events where access is still not very inclusive. In this Olympic year, Vivo is also taking the opportunity to take breakdance into Lolla, further expanding the festival’s audience’s connection with artistic movements of black origin, highlighted Sleyman Khodor, CCO at VML.
