For this campaign, we wanted people to come to Personalfest not only for the music, but also for the brand’s proposition.We decided to treat Personalfest like a party. And what do you always find in any party? A wig!Thousands of blue wigs were given away with every ticket, and blue wigs filled the airwaves and billboards. When the day of the concert arrived, there was a sea of blue, bobbing up and down to the music!The campaign was a huge success. And just days later, thousands of photos and videos could be found everywhere online.

The campaign consisted of eight TV commercials, fifteen radio spots, pieces of outdoor and even outdoor stunts. For example, actors wearing blue wigs went about their everyday life traveling on the subway, drinking coffee, and reading the newspaper. We also created a web site, personalfest.com.ar, that was visited by more than 500 thousand people.