For the Lollapalooza 2017, we made a democratic place, opened and capable to unite the differences and stimulate the people to get connected to each other.
It worked! Over 25 thousand people in two days of festival. It was a milestone to the brand.
We released everything to the crowd to record and we received over 10 thousand messages.
Besides that, we removed the walls of our squared space with Criola, a world’s renowned graffiti artist.
We gave away 836 posters and Skol Messenger pin buttons, a kind of technology capable of connecting people. To finish it, we served 7 thousand liters of cold Skol and we offered the most rounded view of the festival. Instead of a stand, B created a lounge that gathered the crowd and took everyone out of the ordinary place, it connected unknown people and showed that it’s fun to step out of their comfort zone.