Wieden+Kennedy Amsterdam has launched a campaign for brewing company AB InBev and electronic music festival Tomorrowland, where the festival-goers are “infected” by the music and turn into furry creatures.
The campaign is announced by the release of an original song by DJs Tiësto and Jauz and produced by Canada and animators Manson, which sees revellers overcome by the electronic waves of sound, joyously bursting into bombastic furry creatures as the festival vibe spreads like a pandemic first across the crowd, and throughout the world. The visuals succinctly sum up the campaign’s larger intent, as Wieden+Kennedy Amsterdam explains: “The three-minute Infected music video aims to get people fired up for Tomorrowland, and allows those around the world who can’t be at the festival in Belgium to get infected by music.”
Wieden+Kennedy Amsterdam creative director, Thierry Albert, says: “The festival transforms goers into the true version of themselves. In the Infected music video we bring this to life by visually displaying this transformation as a free, loving, dancing, singing creature who only wants to party, love and drink cold beverages. Which sounds like music to my French ears…”
The campaign marks the partnership between Belgian-Brazilian brewing company AB InBev and the electronic music festival Tomorrowland, aiming to bring the experience to audiences worldwide. As such, in selected markets outside of Belgium where the festival is being held, the campaign will move out-of-home as a number of local events spring up to highlight brands under the AB InBev umbrella — Jupiler, Beck’s, Budweiser, Quilmes and Cubanisto. The festival itself will be broadcast via live stream in sponsored bars and clubs throughout the weekend. Tiësto and Jauz will perform the song live for the first time at Tomorrowland, where AB InBev will also set up a number of themed experiences in the festivals ‘Brew District’.
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