The Beats campaign at Tomorrowland Brazil celebrated the brand's return to the festival,
reaffirming its musical roots.
Originally launched as an electronic music festival, Beats has consistently preserved its bond with music while embracing new genres and now, revisiting its initial inspirations.
reaffirming its musical roots.
Originally launched as an electronic music festival, Beats has consistently preserved its bond with music while embracing new genres and now, revisiting its initial inspirations.
The communication strategy, crafted by SOKO, highlighted the obvious link between the brand and the festival through music.
This theme was central to the campaign’s narrative, extending an invitation to "live the unexpected" (Viver o Inesperado) via music, the festival, and Beats.
The video produced for the campaign aimed to capture the transformative power of music, illustrating how it can transport us to other places and how Beats enhances this journey.
The theme of the unexpected also served as a strategic preview, surprising attendees with the new Beats Tropical flavor, giving them an exclusive first taste and creating a unique experience.
The campaign achieved success, reaching over 240K impact through different experiences, with very positive reactions on social media. These outcomes further entrenched Beats as synonymous with music, vitality, and innovation in the ready-to-drink beverage market.
Brand: Beats, Ambev Brazil
Agency: SOKO
CCO: Rafael Ziggy
ECD: Vinicius Chagas
Creative Director: Elisa Gerber
Content Director: Jader Gomes
Copywriter: Ayslan Monteiro, Diogo Souza
Art Director: Ricardo Montes, Beatriz Sotero, Thales Fazan
Content: Anna Carolina Rodrigues
Strategy: Diogo Uchoa, Rita Romão