MEO FESTIVAIS (2023)
BRIEFING
MEO was looking for creative ways to activate the brand across its sponsored summer festivals — MEO Sudoeste, MEO Marés Vivas, and MEO Kalorama. The goal was to boost brand presence and engagement on-site, creating memorable experiences that connected directly with the festival audience and reinforced MEO’s role as a key player in music and youth culture.
PROPOSAL
How can we create connection, bonding, and transformation in a more human way?
That’s why we developed a brand concept — Mistura-te — inviting people to blend in at the festivals. To mix sensations, mix experiences, mix artists, mix music. Mistura-te carries a strong sense of community that fits naturally within the festival atmosphere.
4o
The action starts before the festival, directly in the app. By leveraging each festival’s official app, the idea is to create a chat space where people can connect, get to know each other, and mix with others who are truly committed to living the full experience. The invitation is launched on each festival’s page threw social media posts, encouraging early registration in the app, where users will find a community eager to find company and plan the details of their festival journey together.
We also want people to feel like an integral part of every MEO space. That’s why this installation is designed as a living meeting point — the MEO MIX POINT — where touching certain elements triggers changes in light, color, and sound. This interactive space can be the result of a collaboration between artists who work with different materials and techniques, bringing a truly unique and dynamic experience to life.
We wanted to show that the limits of chance at a physical event no longer end with connecting to the person right next to you. Technology amplifies possibilities — and so does MEO. Scattered across the festival grounds, portals offer a new perspective on spontaneity. These structures allow people to interact in real time with others located in different areas of the venue, through screens that stream live, distant reflections. They create opportunities for spontaneous, human, and genuine connection — amplified by technology, challenging the idea that it separates us.
We know that at MEO Sudoeste, shower lines can be tough… and facing cold water after a long wait is never easy. So, we’re doing something for those fearless campers — offering a bit of comfort. Because “those who sing, scare away the cold.”
With this activation, festival-goers get the chance to enjoy hot showers heated by the Zambujeira sun. Powered by solar energy, these showers aren’t just handed out — you have to mix and sing for them. Each shower lasts the length of a song and is only activated when two festival-goers come together to sing in unison.
Mistura-te Merch — we created beach items designed to connect with each other, from floaties and air mattresses to beach towels. This way, we turn the campsite, the canal, and the beach into living billboards for our message, spreading the Mistura-te spirit everywhere.
END CREDITS
Year: 2023 (Unreleased campaign)
Agency: Funnyhow
Chief Creative Officer: César Sousa
Creative Directors: André Leite & Álvaro Silveira
Designer: Leonardo Fernandez e Fábio Franco
Copywriter: Sofia Moutinho e Catarina Gomes
Account Executive: Marta Monteiro