Eurobest

Coca-Cola x Tomorrowland Magical Mural

MEDIACOM, Brussels / COCA-COLA / 2022

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Overview

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Credits

Overview

Background

After a two-year hiatus, where key pillars of the music industry were disrupted – especially live events - Coca-Cola™ is bringing together the unexpected and unconventional to bring fans closer to unforgettable music experiences.

Coca-Cola™ kicked off its Real Magic through a partnership with one of the most beautiful festivals in the world: Tomorrowland. During this special edition of Tomorrowland 2022 more than 600,000 visitors from 200 countries came to experience the time of their lives for 3 weekends of Love, Unity & Magic.

Coca-Cola™ & Tomorrowland asked us to create a unique media stunt to celebrate their partnership.

Idea

We asked 3 Belgian street artists to recreate one of the most iconic scenes from the legendary festival Tomorrowland with graffiti. The always over impressing main stage, the crowd, and people showing their flags and the Tomorrowland unity symbol.

At night with projection mapping the whole scene and mural was brought to life with custom created spectacular visuals typical for Tomorrowland and its main stage: the lights and laser show, the led screens, the fireworks, the butterflies, and the Coca-Cola™ logo.

Strategy

We wanted to give Tomorrowland fans from all over the world a warm welcoming with an extraordinary experience when arriving in Belgium, the home of Tomorrowland. Creating a media stunt, one that would buildup teasing to the start of the festival (first 7 days of progress of the graffiti artwork) and then be activated to the full extent of the festival.

Execution

A big building right next to the Brussels-Midi station was chosen where international high-speed trains like Eurostar/Thalys/ICE arrive, trains from Brussels Airport pass, a lot of local and tourist commuters taking train/metro/bus, and a lot of renowned hotels around. Tomorrowland Global Journey travelers arriving and staying there also have their daily Shuttle service back-and-forth to the festival right next to it.

As we are responsible for the generation of Tomorrow and respect each other and Mother Nature, the painted mural surface helps purifying the air, with the same NO2 purifying effect as 200 mature trees, leaving the air of Brussels fresher and cleaner, with our brand experience.

Outcome

+1m contacts saw this

>6.000 individuals shared the work on their Instagram account (stories/feed)

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