Smirnoff Sound Collective
Snapshot
Client: Smirnoff, African+Eastern, Diageo
Industry: Alcohol
Event: Music Festival
- 30,000+ Attendees over 3 days
- 1.5 Million views each for pre- and post-event videos
- 354,000 Impressions on a single day
- 10,000 Likes from a digital influencer campaign in 1 week
- Friday night was the largest crowd the venue had ever seen – maximum capacity of 15,000 people
Objectives
Take Smirnoff’s global music platform, the Smirnoff Sound Collective, and bring it to Dubai to create the largest electronic dance music (EDM) festival. The Smirnoff Sound Collective is based on diversity and a more inclusive world through EDM.
Project Overview
- Experiential Brand Strategy
- Production and Logistics Management
- Talent Management
- Content Creation
- Social Media Concepts
A music festival of epic proportions on Barasti Beach. Headline acts included R3hab, Bassjackers and Amtrac as well as lots of local talent. A massive, purpose-built stage with large-scale production and the HSE plans to go along with it.
Procuring and managing body glitter artists, airbrush tattooists, dancers, hostesses, competition winners and drinks specials while coordinating social media plans. It ended with three days filled with music, sun, fun and Smirnoff in front of record-breaking crowds.
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