1. Create a communication strategy for the TBRG OPEN music platform;
2. Localize all global activities;
3. Make it all happen!
🎧 SOLUTION:
A 360* campaign built around music and street lifestyle. The central element was a collaboration between Major Lazer (US) and Scriptonite (RU).
A rich program of digital and offline activations, culminating in the TBRG OPEN FEST.
→ Created together w/ STEREOTACTIC.
*This project took almost 10 months.
WHAT WE DID
1. Adapted international videos about the collaboration between Major Lazer and Scriptonite for the local market (Russia);
2. SMM campaign (10 months);
3. Managed the creation and production of the Scriptonite & Major Lazer track — ‘Where is your love?’;
4. PR campaign (10 months);
5. Created an online open call for musicians with the record label ‘GAZGOLDER’, attracting 1,100 participants;
6. Brand integrations across major events, concerts and festivals throughout Russia (113 events, 7 festivals);
7. Created and produced activations and stages for multiple festivals, including a unique bar for the brand;
8. Created an opening event around Major Lazer’s documentary at the MOMMA Museum in Moscow, in collaboration with BEAT FILM FESTIVAL;
9. Created and shot a special project in collaboration with popular rap media ‘The Flow’ called ‘OPEN FLOW’ featuring unique videos with three rap artists;
10. Created 2 large-scale brand murals in Moscow and Saint Petersburg with renowned graffiti artists to announce the TBRG OPEN FEST;
11. Influencer marketing (67 opinion leaders, 70 publications);
12. TBRG OPEN FEST with Major Lazer & Scriptonite as headliners (6,000 attendees).
PICTURES
