Encesa
CERVEZA TURIA
DATE: 2023
SERVICE: EVENTS
CLIENT: CERVEZA TURIA
DESIGNED BY SIGNNE
Once again, we kicked off the Fallas celebrations by bringing back Encesa this year, which had not been held since 2019. Under this umbrella of an already massive festival that invades the city, Cerveza Turis wanted to carry out a unique action that would differentiate it from other brands and that would continue to link it with the tradition of the festival, but through its most avant-garde side.
On this occasion we faced the challenge of conceptualising the event practically from scratch in order to adapt the experience to Cerveza Turia’s current times. A brand experience with attention to details as to change the dynamics of the event and direct it to a younger, more modern audience than in previous editions.
A new image, a new concept
To achieve this change of dynamic, we carried out different actions, such as rejuvenating the event’s logo and opening the line-up to international artists. But, above all, the main objective was to radically change the focus of the event, which has gone from being a lighting setup with musical ambience to a more festive event in which we have merged the light show with electronic music.
All of this was translated into the conceptualisation and the design of creativity whose language links us with the light, the music and the “lighting up” of the city during Fallas. Moreover, it was reflected in a 360º communication strategy that included a digital campaign, posters on the streets and gifts for guests and influencers.
The outcome was a huge success: we were sold out both days!
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