Abre a Mente (Open the Mind)

Music festivals are more about a vibe than the artists line up. So the challenge of the first-ever Queremos! Festival was how to communicate the vibe of a festival that has never happened before.

To solve this challenge, creative Pedro Garcia and I created the motto “Open the Mind” and commissioned a series of illustrations to depict the festival’s structure and line up with a cohesive visual.

120 fans were photographed by Lucas Bori and interviewed by me to talk about themes such as “Festival Vibes” and “The Power of Live”, as well as the bands they most wanted to see and other festival related stories.

The content was posted on Queremos! Festival social media and, more importantly, shared by the fans who participated in the campaign, increasing the reach exponentially.

Focused on Instagram, the effort generated over 400 published videos. The format varied from 1 minute long edits combining fan’s answers to 15 seconds bite size clips, customized for each fan to be posted on their own Instagram Stories.

The campaigns ran 20 days prior to the festival, boosting Queremos! social media engagement by over 500% and ticket sales by 25%.

Year: 2018