The communication strategy of the campaign developed by AKQA includes OOH and digital media
Beck’s launched the campaign accompanying the Urbeck’s Festival project, starring actor Chay Suede, with the participation of DJ Eliana Iwasa and astrologer Madama Broona, both belonging to the brand’s community. .
The campaign, developed by the agency AKQA, marks Beck’s debut on open TV. The communication strategy also includes OOH and digital media.
“From the choice of an old airplane cemetery in Campinas as the setting for the launch campaign film, to the discovery of an abandoned light pole factory in Jaguaré, revitalized especially to host the festival’s closing party”, explained Matias Menendez, AKQA ECD.
The Urbeck’s Festival project, also created by AKQA, began this month with the first initiatives in the cities of Rio de Janeiro (Gávea Planetarium) and São Paulo (Post Factory in Jaguaré).
In July and August, the project will be launched in the cities of Porto Alegre, Brasília, Belo Horizonte, São Paulo and Salvador, which will receive musical performances in dialogue with performances, visual art and immersive experiences. Urbeck’s Festival will bring together 54 DJ’s, 20 visual artists and 12 dance floors.
“Our goal was to build a creative narrative together with our community in order to bring relevance and truth not only to events, but to all communication. Urbeck’s Festival is part of Beck’s cultural platform, which promises to grow a lot over the next few years”, explained Lara Azevedo, Beck’s head of marketing.
