Burn, Light It Up

“Music has always been a matter of Energy to me, a question of Fuel. Sentimental people call it Inspiration, but what they really mean is Fuel. I have always needed Fuel. “ said Hunter S. Thomson.

We translated this ‘inspirational’ energy into a vibrant visual territory

- That connects the product effect to an emotional benefit

- That captures the spirit of an urban generation

- That can lift the brand back into relevant pop culture

And put it back on the map.

How ?

A visual « parti-pris » : through heat and glitch

A production « parti-pris » : the visuals and videos were made by an artist crew, which worked on an innovative VJ-ing app, enabling them to create 45 minutes of VJing video.

The challenge:

Bring to life the new brand promise « light it up » through the electronic music festivals activations.

The scope of our actions :

#1 Help the brand to connect with festivals and ensure the distribution of Burn on the locations

#2 Give a red thread to ensure meaningfulness, consistency & credibility

of Burn activations

#3 Maximize the visibility of these partnerships during the festivals, from May to September

Festivals partnerships:

Nuits Sonores, May, Lyon, 170 000 persons

Weather, June/December, Paris, 80 000 persons

Astropolis, July, Brest, 24 000 persons

Peacock Society, July/February, 43 000 persons

Marsatac, Septembre, Marseille, 20 000 persons

Hors-Série, June/August, Paris, 15 000 persons

The campaign was rolled-out on the 6 festivals .

Beyond the VJ-ing video, the visual territory and the new LIGHT IT UP brand platform was deployed on various elements : guerrilla posters, sun chair, glass, signage, photo booth…

Reaching around 350 000 festivalgoers.

Results:

30 000 cans sold

35 artists on Burn stages

350 000 kids lit it up

25h live music on the radio

400 stolen burn posters

and more than 200 sun chairs…