Cannes Lions

G70 Festival Seoul

BLACKSPACE, Munich / GENESIS MOTORS / 2018

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Overview

Entries

Credits

OVERVIEW

Description

A minimalistic design concept, featuring a stage made entirely of high-resolution LED surfaces covering the ceiling, floor, and back wall of the stage.

The stage is brought to life by a motion design played across all LEDs. A line that unites the world of Genesis. Used to define the brand, create its architectural design, give language to films, and transform a stage into a real performance. A three-hour music festival featuring Gwen Stefani, Andra Day, and CL ending in the reveal of the new Genesis G70.

Execution

At a first glance, the stage design seemed to be drastically reduced to a minimum. The first sound beat revealed the full potential: floor, ceiling and backdrop were made entirely of high res LED panels. The motion content playing across all three surfaces brought then the stage to live.

Besides the main stage, several substages showed the event live in key places across South Korea.

A tailored design for the event tied the communication and event visually together providing a cohesive experience.

Planning and execution took only 9 weeks. The event took place on a single night in September at the Olympic Park in Seoul.

The free tickets were limited to 15,000. Over 40,000 people applied online in only 2 days.

The show consisted of 3 show acts with Gwen Stefani, Andra Day and CL, as well as a Jeremy Scott Fashion show and the reveal of the new G70.

Outcome

The sales target for the first quarter were met within the first 2 months since the launch. Over 40,000 people applied for the free passes within the first 48h of the microsite going live.

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