the task The world's best artists play at the biggest festivals and you can watch live no matter where you are. Being up close and personal with world-class music festivals from the comfort of your couch – that's what the Red Bull Festival Summer is all about. We had the challenge of uniting the various festivals, already established as unique brands, under the auspices of Red Bull TV, into one organic campaign.
the solution We developed a unitary visual branding that maintained the uniqueness of the festivals, but at the same time linked them together with Red Bull into an easily recognizable campaign. For the paid media campaign, we developed a sophisticated content strategy with individual assets for each platform; focusing on Facebook, Instagram and Musical.ly. For the organic campaign, we focused on interviews and artists with backstage content.
The color branding works as a visual bracket for all assets. The complementary colors blue and orange illustrate the festival summer feeling and are highly recognizable.
The video campaign included general line-up trailers as well as trailers for each individual artist and festival day.
To attract attention outside of the internet we created point of sale assets such as posters, door hangers and table tents.