Colcci, a brand belonging to the AMC Têxtil Group and renowned for its jeans, is present for the third time at the largest music festival in Brazil, bringing exclusive activations in the VIP area.
“Colcci’s global strategy includes its association with entertainment, and without a doubt, Rock in Rio is the main event that unites music and entertainment in our country. Our goal is to be the official jeans brand of the event, and delivering our jeanswear DNA to the festival is part of a strategy that aims to connect with the brand’s Brazilian audience,” says Daniel Mafra, Marketing Director at Colcci.
Gisele Bundchen
In the VIP area, guests will have the opportunity to participate in the “COLCCI TIME MACHINE” experience, an interactive totem that uses artificial intelligence to transport participants to past editions of the festival, changing costumes, hairstyles and the scenery. “This is an initiative in which we invested R$2 million in the space, where the time machine will take festival guests on a trip to the first RIR and to the next 40”, adds Daniel.
In addition to the technological experience, Colcci also promotes the new project COLCCI Jeansfocused on denim and with a campaign starring Gisele Bündchen, mobilizing a group of influencers who will wear the pieces during the festival.
