Brand Experience and Activation > Use of Promo & Activation
VOSKHOD, Ekaterinburg / URAL MUSIC NIGHT / 2016
Awards:
Overview
Credits
CampaignDescription
We created a first ever audible street art that can be heard using official festival app MusicNight.
The idea was inspired by the old Soviet technology that uses visual codes for sound synthesis.
The app captures on special marks and converts everything between them into sound.
We coded music fragments and voice messages into images and Music happened.
Execution
We found a location, that suited perfect: an old wooden fence. The planks of fence gave us the beat of cheerful polka-dance, so our street-artists only needed to add the piano part, encoded in special visual marks.
Outcome
The festival became the most discussed event in the region. “Ural Music Night” entered the TOP-10 Google and Yandex search queries in Sverdlovsk region on the week from 22th to 28th of June.
More than 200 000 people visited it.
The organizing committee received several offers from other big cities of Russia (Novosibirsk, Samara, Vladivostok and others), who wanted to join the festival.
Relevancy
It was a non-standard activation that helped us to find something beautiful even in the most depressive parts of the city.
Strategy
Street-art adds vivid color to the urban reality, camouflages its industrial dreariness. But we wanted to find something beautiful even in the most depressive parts of the city. With a help of MusicNight app anyone can hear music hidden in the surfaces of surrounding scenery. Cracked walls, twisted wires, wooden fences – they’re all just a part of street music.
Synopsis
A new music festival, Ural Music Night, took place in Ekaterinburg, a large city with a population of 1,5 million people. It's a music festival that unites all existing music styles and absolutely free entrance for everyone. We needed to tell everyone in Ekaterinburg and surrounding region about the new festival.
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