Budweiser is one of the largest beers in Colombia, and a way to stay relevant among young consumers has been by taking the stance of providing local musical artists with a global stage to seize greatness.

For this reason, Budweiser has become a sponsor of major music festivals around the world such as Lollapalooza, Tomorrowland, Creamfields, and Estereo Picnic, the second largest festival in all of Latin America.

But we noticed something: the local artists who make it onto the lineups of these festivals end up in the last lines and in such small font that we can barely see them.

The objective of the campaign, then, was clear: to make emerging artists visible in the lineups of the music festivals that the brand sponsors.

On November 7, 2023, the Estereo Picnic Festival launched its Line Up with big names like Blink 182 and Feid as headliners of the lineup.

As a brand that promises to give local artists a global stage to achieve greatness, we decided to simultaneously launch our own version, flipping the lineup. We reorganized it so that the emerging artists who were previously at the bottom positions would now be headliners.

This is how emerging artists were able to become headliners at the second largest music festival in Latin America.

Our insight: Greatness isn't achieved by being in the least visible places.

Our creative idea: Budweiser flipped the Estereo Picnic Line Up so that the emerging artists who were in the last positions would now be headliners.

Under its global platform 'Greatness is yours to take,' Budweiser seeks to connect with young consumers aged 18-30 through music.

One way to gain cultural relevance among this audience has been to provide a global stage for local artists.

But we noticed something: the emerging artists who make it onto the lineups of the major festivals we sponsor always end up in the last lines, with the smallest font.

Our strategy: Since the Estereo Picnic lineup doesn't provide the visibility that emerging artists need, we flipped the lineup and created a new version of the poster that positioned emerging artists as headliners.

On November 7, 2023, when Estereo Picnic, the second largest music festival in Latin America, announced its lineup, Budweiser created its own version.

By flipping the lineup, Budweiser positioned the emerging artists who were at the bottom of the poster as headliners of the festival.

People could see the lineup with our flip on social media, digital advertising, billboards, signage, posters, flyers, and even on the front page of Publimetro, the newspaper with the highest distribution in Colombia.

The lineup with the flip was promoted until the Estereo Picnic festival took place in March 2024. Additionally, this initiative has already been implemented at LA SOLAR, another music festival in Colombia, and the brand aims to bring the Flip to more festivals around the world.

This campaign had two clear objectives:

1. Gain relevance among young consumers.

2. Help increase visibility for emerging talent participating in the Estereo Picnic festival.

Brand relevance:

+4 points in Difference Attribute.

+1 point in Brand Love among young consumers.

Visibility for emerging artists:

- 70 million impressions

- 600,000 in earned media

- 40% increase in followers

- 280% increase in social media mentions

Campaign results were also reflected in the Spotify streams of the emerging artists we turned into headliners with Flip The Line Up:

- Laurél: 9531% increase

- More: 112% increase

- Buha 2030: 260% increase

- Afro Legends: 101% increase

- Selene: 70% increase