Rock for Bobrov is the most famous rock festival in Belarus. The main concept of the 11th festival is "the best hits only". The event gathers iconic bands to perform the most recognizable hits.
The task was: to tell about the festival and at the same time to inform about the changes in Bobrov beer through the ad communication of the event. At the same time it was necessary to take into account the ban on the use of frankly beer elements in ad the cultural event. It was also important to reflect the temperament of the festival without people and animals in the frame.
The starting point in creating the creative concept was the copy lines "To your liking" and "A new level of quality". These phrases perfectly reflect the orientation of the festival: a concert with hits that the audience likes and fit the new Bobrov beer: a product with improved quality that customers will appreciate.
We decided to shoot a video that would tell about the creation of a real hit: music and beer. Both in creativity and brewing it’s important to gather a great team and tune in to success. We need to check the quality of all ingredients/tools and make sure that the elements are compatible. We took turns introducing each instrument into the video and sound series, adding references to the beer: brand code, individual elements of the new bottle, copy lines and beer sounds.
The festival platform proved to be an effective tool for communication with the audience. The drive, joy and positive emotions of the festival were transferred to the beer brand. This helped to solve the problem of perception of the quality of the drink in the eyes of the consumer.
We were inspired by the musical component and tried to convey it in textures and forms in the visuals. The background was a lush green color and a mesh pattern. This solution combines the redesigned beer label with the texture of the speaker. The bright accent is a red mediator with a guitar riff signed "Hits Your Taste". It directly indicates the connection with the music and is a recognizable element of the brand. The updated logo of the festival is placed above the list of guest bands.
The result is a record of 50,000 visitors to the festival. And most importantly we were able to effectively tell about the new Bobrov to the consumer.