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Ocesa/GNP
Solar GNP
Music
Morelos
2019
PR, Social
Context
Music, fine food, and paradise
Over the past decade, Mexico has seen an explosion of festivals that has led to oversaturation, as many of them feel like a mass-produced copy—featuring the same bands, in the same venues, with the same experiences. This offering needed revitalising.
Objective
To revitalise Mexico’s festival scene with a new player: an innovative festival that redefines the experience in the country, and to create a differentiator in talent and amenities—an inclusive event for a diverse audience.
Challenge
How can you deliver a festival with experiences that truly surprise, when regular attendees are used to travelling to festivals around the world? How do you attract an audience that has stopped going—or has never gone—to a festival, but loves music?
The Idea
We decided to create a festival unlike anything seen before, taking special care with the musical curation while also placing a strong focus on drinks and food, with mixology and dishes of international standard—far removed from the poor food experience typical of Mexican festivals. In this way, we focused on an audience over 30 looking for a comfortable experience. The ideal location: Jardines de México, a paradise in the state of Morelos, with an unmatched climate. That is how we brought to life a festival designed to be enjoyed—music, fine food, and paradise: Solar.
Music, fine food, and paradise.
