Grupo Aval presented "Feeling Out Loud": an innovative, inclusive and synesthetic platform with state-of-the-art technology, in front of the main stages of the festival, where everyone could feel the music and enjoy live concerts with all their senses.

The idea is inclusive, meaning that the deaf persons wouldn't feel like outcasts but just like any other music fans in the concert.

Interactive, where people on the stage could feel in real time the very same music that everyone else is enjoying in the festival, and could understand the songs thanks to screens with sign language interpreters translating and describing every tune.

As well as synesthetic, it translated raw sound data in real time into motion, vibrations, lights and colors so that the music could be felt with the structure through the senses of touch and sight.

We created two 270-square-foot spaces with state-of-the-art technology, just in front of the main stages of the festival.

Both hear-shaped spaces were divided into several elements:

- A vibrating floor, capable of turning bass sound into motion and vibrations with a structure with six low frequency audio transducers.

- Smart serial plane walls, with 60% less resistance to vibrations with hidden plastic audio receivers that enabled the Deaf to feel the medium sounds simply by touching it; displays with sign language interpreters for the Deaf that translated every lyric;

- A roof of lights, that recreated the high tones of music with colors and sequences.

- A MIDI console that translated the sounds of the main stages of the Festival in real time into motion and lights in our stage.

Bringing the music from the stages of the Festival to hundreds of Deaf people who enjoyed.

Over 1.700 positive posts on our social networks

300% increase in Organic Search Traffic

COP $1.257.000.000 in Earned Media

64.320 Direct Impacts

675.000 Social Media Impressions

165 Deaf persons enjoyed our stage

T310, creators of Estéreo Picnic, decided to sponsored the installation, and did not charge for the space used for the stage; and the idea is going to be replicated in the first Lollapalooza in Colombia and in other music festivals in the region such as Soma as well as other local festivals.

Feeling Out Loud was the most commented activation during the Festival, proving that with Grupo Aval, banking can be young, inclusive and innovative.

That's why we shared our designs and blueprints online, encouraging others to replicate it for deaf people all over the world.

So that they can feel music as Colombians do… Out Loud.

How could a financial brand prove to Millennials that its banking was the most innovative and inclusive in the country?.

By sponsoring the most popular Alternative Music Festival in Colombia and creating the tech so a community that had never enjoyed live concerts before, could feel for the first time the best bands of the world.

A tech platform for Deaf persons to enjoy live concerts

Grupo Aval, the largest financial group in Colombia, has the most inclusive and innovative banking system in the country, but needed to prove it in a way millennials can relate to.

The brief wasn't simple: design a branded installation to highlight the innovative, altruistic and inclusive values of Grupo Aval in Estéreo Picnic, the most popular alternative music festival in the country. In other words, an interactive activation where everyone could enjoy music from the best bands from around the world in a very unique way.

In the world, over one million concerts are held each year. In Colombia alone, there are more than one thousand where everyone, well, almost everyone can attend. Because in this country, there are over 480 thousand deaf persons, more than 1% of the population, who have never, ever thought about going to live concerts before.