COCA-COLA FAN FEAT SHOW
Art Direction • Creative Artistic Direction • Stage Design • Activation Ideas • Motion Design • Digital Campaign • Show Concept • Event Script • Show Caller
Art Direction • Creative Artistic Direction • Stage Design • Activation Ideas • Motion Design • Digital Campaign • Show Concept • Event Script • Show Caller
In late-2017, Coca-Cola Brazil launched a national promo campaign called Fan Feat. The idea was to put the face of nine top Brazilian singers on Coke cans and call out music fans to vote for their favourites by purchasing them. The three most voted artists would record a hit song together, a videoclip and also perform a guest concert for the fans who voted the most throughout the three-month campaign.
Promo campaign’s biggest prize was an exclusive live show featuring the three most voted singers: Luan Santana, Simone & Simaria and Pabllo Vittar. Our job was to create an unforgettable experience for all the prize winner fans and Coke guests - from choosing the best venue to place the show; to designing the stage and doing all its creative direction.
We involved the fans a month before the concert, as soon as the voting ended and they were announced as winners. Through Whatsapp groups, we started to engage the 300 fans - sending artists’ audiovisual material and asking them to send photos and videos - to get them fired up for the show.
The concert wasn’t just a pop music show featuring famous artists. We engaged the fans making them part of the show and treating them as rock stars, instead of being mere spectators. At the day of the show, we had a series of special activations before the main event; entertaining, empowering and showing the fans/winners their importance to the project - since it was their engagement and voting that put the three artists there.
The stage was designed in a way to embrace the fans and put them very close to their favourite artists. Seven huge vertical LED displays positioned nonparallelly completed the scene. Being a special show, we created unique moments at the artists’ set. Each singer had a special entrance and on one special song we granted six fans of each artist to go up the stage and take part of a special performance.
On another song of each artist, at chorus moment, we played on the LED screens footage sent by fans singing that part of the song. Honouring again the fans on stage in a special way.
At the end of the show, on the last song, we distributed inflatable microphones, volumed up the audience mics and performed a gran karaoke sang together by the 3 artists and the whole fan crowd. The concert was broadcasted live by a Brazilian tv channel, streamed by VEVO and live on Coca-Cola’s Brazil Facebook. The ratings were awesome and the concert was the second most watched event on Brazilian television during its transmission - only losing to soccer night. Live streaming of the concert had the most audience of all time in Coca-Cola Brazil streaming events. The hashtag of the show was trending topics in Brazil’s twitter.
Promo campaign’s biggest prize was an exclusive live show featuring the three most voted singers: Luan Santana, Simone & Simaria and Pabllo Vittar. Our job was to create an unforgettable experience for all the prize winner fans and Coke guests - from choosing the best venue to place the show; to designing the stage and doing all its creative direction.
We involved the fans a month before the concert, as soon as the voting ended and they were announced as winners. Through Whatsapp groups, we started to engage the 300 fans - sending artists’ audiovisual material and asking them to send photos and videos - to get them fired up for the show.
The concert wasn’t just a pop music show featuring famous artists. We engaged the fans making them part of the show and treating them as rock stars, instead of being mere spectators. At the day of the show, we had a series of special activations before the main event; entertaining, empowering and showing the fans/winners their importance to the project - since it was their engagement and voting that put the three artists there.
The stage was designed in a way to embrace the fans and put them very close to their favourite artists. Seven huge vertical LED displays positioned nonparallelly completed the scene. Being a special show, we created unique moments at the artists’ set. Each singer had a special entrance and on one special song we granted six fans of each artist to go up the stage and take part of a special performance.
On another song of each artist, at chorus moment, we played on the LED screens footage sent by fans singing that part of the song. Honouring again the fans on stage in a special way.
At the end of the show, on the last song, we distributed inflatable microphones, volumed up the audience mics and performed a gran karaoke sang together by the 3 artists and the whole fan crowd. The concert was broadcasted live by a Brazilian tv channel, streamed by VEVO and live on Coca-Cola’s Brazil Facebook. The ratings were awesome and the concert was the second most watched event on Brazilian television during its transmission - only losing to soccer night. Live streaming of the concert had the most audience of all time in Coca-Cola Brazil streaming events. The hashtag of the show was trending topics in Brazil’s twitter.
DIOGO BONAPARTE ✕ TIJUCA ✕ RJ ✕ SP ✕ BRASIL