After the big announcement of the show “1985: A HOMENAGEM”, which takes place on the Sunset Stage, on September 9, with artists Ivan lins, Elba Ramalho, Blitz, Alceu Valença, Pepeu Gomes, Luisa Sonza, Liniker, Agnes Nunes, Xamã and Andreas Kisser, Rock in Rio launches the campaign “We believe in the dream”, in a communication created by A-LAB and Artplan, both companies of the Dreamers Group, of which Rock in Rio is a part.
The campaign, as well as the idea of the show, is born from the perception of a deep relationship between the two editions of the festival: just like in 85, the 2022 event is born amidst a huge expectation and anxiety on the part of the public for the opening of gates. . If in 85 the desire was to celebrate the political reopening, in 2022 the desire is to be able to experience life live again, after 2 long years of seclusion caused by the pandemic.
In light of this, the creative idea was born: that of a letter from Rock in Rio 2022 — more mature after 37 years of a successful journey, to Rock in Rio 1985 — which was being born, reminding him that “The beginning was not not easy, but it was worth dreaming.” The main message? “Believe in the dream”.
It’s not just the festival that dreams!
Over these 37 years, Rock in Rio has collected remarkable stories from fans who were present in one or more editions of the festival, whether in Brazil or Lisbon, Madrid or Las Vegas. “Rock in Rio has already been the stage for marriage proposals, meetings with great music idols, moments when it was possible to watch shows while young and, later, with their children. Rock in Rio has already heard millions of hoarse voices shared among friends and has seen new friendships and even marriages born. There are many dreams that have already been dreamed and lived by each of our fans, who share this journey with us. And that’s why we want to invite all fans of the festival to dream with us again, to dive into their dreams and see the impact of this on our lives”, says Ana Deccache, Marketing Director at Rock in Rio.
“Rock in Rio is made by people for people and this campaign seeks to bring back all the emotion of 1985, when Roberto Medina, the creator of the festival, believed in his dream and, without having a real dimension of what that project would become for society, transformed the lives of many people”, adds Ana.
The campaign will make a counterpoint between the first edition of 1985, year of birth of the festival, and today, remembering the challenges overcome since then and the fact that Rock in Rio has kept the flame of its dream alive. “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 objective of showing that, in order to overcome all barriers, it is enough that we believe in the dream”, explains Gabriela de Carvalho, A-Lab’s service director.
For the 2022 edition, both the Rock in Rio organization and the public await the big day of resumption, of returning to life after a long period of two years of pandemic. Celebrating this historic moment, the largest music and entertainment festival in the world is still launching a challenge on the video platform TikTok to invite fans to rescue memories, share dreams lived or even those who want to live at the festival. With the hashtag #MeuSonhoRockinRio, those who bring their dreams with more emotion and creativity, will compete for 50 pairs of tickets to enjoy the biggest and best edition of all times of 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. It is important to remember that this action brings an unmissable opportunity to guarantee a ticket for the event that, in the sale of the Rock in Rio Card, last year, sold all tickets in 1h28 and, in the sale to Itaú customers and Rock in Rio Club members, on the 17th, all tickets were sold out in a record time of 2h27 minutes.
“In a second moment, we will continue with the conversation, this time inviting people to live new dreams at Rock in Rio 2022. After all, the day of the reunion is coming and, when the gates open, we want to provide the feeling of that hug long and tight we’ve been waiting for”, adds Betoca Jencarelli, head of creation at A-LAB. As a backdrop, the campaign will have images of the City of Rock, the Sunset encounters, the strength of Espaço Favela, the energy of the New Dance Order, the Mediterranean climate of Rock Street, the contemporary Amazon of Nave and the world of Uirapuru.
The campaign will be broadcast on open and closed TV, cinema, newspapers, OOH, internet, radio and social networks. The official opening of ticket sales to the general public will take place on April 5, at 7 pm, on the event’s official website.
The post Rock in Rio 2022: Festival launches a campaign recalling its trajectory appeared first on DNEWS.
