Entertainment > Talent

THE SILENT FESTIVAL

ARTPLAN, Sao Paulo / ROCK IN RIO / 2018

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Overview

Credits

Overview

CampaignDescription

The idea as actually quite simple. We wanted to taunt Rock in Rio fans with an unexpected host. Who would think of a deaf as a music festival host or reporter? An inclusive Music Festival.

Execution

Leo Castilho was given a training and a full staff to cover the Music Festival. During the 7 days of the Festival, Leo interviewed fans and artists for Multishow, a TV Channel that exclusively broadcasted Rock in Rio 2017. He also fed his and Rock in Rio Social Medias not only during, but also before the festival began.

Outcome

During the festival, our number of facebook fans increased in 4.8m, we’ve had over 8m views on live streams, an increase of 18% on Paid TV compared to 2015’s edition, which helped the Festival to become the 5th most searched event of 2017 on Google.

Relevancy

For the first time, a music festival remembered a long-time forgotten audience: the deaf and hard of hearing community. How does one feel a music festival without being able to hear the music? That’s what we wanted everyone to think of. That Rock in Rio is much more than music and that’s why it’s the largest music festival in the World and the most loved festival in Brazil.

Strategy

Being the most famous Music Festival in Brazil, with over 700 thousand people attending to in 7 days, our main target audience was actually everyone. We also wanted to reach the deaf and hard of hearing community, showing them that our festival was meant for all of them too. To reach them we’ve invited one of the most influential names of their community to be our host and reporter, Leonardo Castilho. Leo appeared on TV and on our and his social medias.

Synopsis

Rock in Rio invests a lot in strategys, communication and infrastructure for people with special needs. The event has always been meant for everyone, hence the long list of inclusion initiatives throughout the festival. We needed to show everyone, not only those who went to the Festival, that Rock in Rio is for absolute everyone.

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