Activations and content focus on the conservation of nature, an emerging theme in times of accelerated climatic change
Vivo will take the “call of the Amazon” in Lollapaloza Brasil 2025, which takes place between 21 and 23 March. Therefore, the activations and contents brought to the Festival will focus on the conservation of nature, the theme emerging in times of accelerated climate change. Take a look at more details on how the “Living Roots” campaign will work!
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The country concept, signed by Africa Creative, is guided by the imposing Sumúma, a tree that measures 60 meters in height, known as the queen of the forest and sacred for the peoples from the Amazon.
“In a year in which the eyes of the world turn to Amazon due to the Cop-30 in Brazil, we use the strength of our brand to expand the awareness of the company on the environmental question.
The Raízes Vivas project is part of the “Future Live” sustainability platform, which has Alok and Medina ambassadors and promotes communication initiatives with environmental and environmental and convenient environmental issues.
Conductive thread
What marks the tone of the project is the Film “Living Roots”whose narrative explores the sounds produced by the Sapopems – Structures of the Sumúma roots that emit sounds and have been used by the natives to communicate and produce music. In the video, the vibrations extracted from an indigenous of a giant of sapopema in the Amazon find the celebratory sounds of the festival, combining the two worlds.
“The original peoples have communicated through Sumúma, using the quarries to issue sounds. From creative Africa.
https://www.youtube.com/watch?v=D5BFDSKH10O
Activation
At the Festival, Viva will have two spaces:
Room: The setting will bring the immersion to the forest with Sumúma as the protagonist. A LED screen will give the impression of depth with the images of the forest, helping to reproduce the feeling of being among the trees, including the brightness as the day is over and the night arriving.
Those who cross space can participate in a video action of opportunities that simulates a walk in the middle of the forest with the help of a treadmill and, therefore, participate in a quiz on in vivo sustainability to compete for gifts. They will also be available to rest and recharge the spaces from the cell phone batteries.
Trace: On the ground floor, in addition to the setting with the roots of Sumúma, the public will find an activation that combines a swing with a waterfall and will form images with water, such as Vivinho, the brand icon, while it is in motion.
The obvious products will obtain a special exposure space, included in the scenography that refers to the forest. Those who need to recharge the cell phone will find available cables and can still relax in the rest space between one show and another.
On the top floor, Viva will offer an exclusive experience for customers, who should show their mobile phone at the entrance to enjoy special activations such as haircut and makeup, electric masseurs to relieve tiredness and snacks to replace energy. The space will also have an external porch with a privileged vision of the entire festival.
Both on the track and in the lounge, Viva invites the Band of Eletto, a group of Pará known for its fundamental role in the spread of Tecnobraga and the sampler for Brazil and the world, to give visibility to the musical style in the brand spaces.
Actions
The in vivo influencer team that will go to the Festival this year will receive pieces produced by Amazonian artists to compose the looks inside Lolla.
Instead of “received”, the creators of content will have “chosen ones”. That is, they can choose what to use in a digital catalog with the copyright produced by entrepreneurs of the northern region.
In addition to the event, the brand will also launch the Vivo Reticle Tour, which will take place in 5 stores in San Paolo – Center Norte, Eldorado, Guarulhos, Interlagos and Morumbi – with dynamics of disposal of electronic waste and prizes. Among the prizes you can win tickets to enjoy Lolla. The action will take place on March 22, between the dates of Lolla and will present the surprise participation of the creators. The Vivo influence strategy is signed by Spark Inc.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
