Viña del Mar Festival Rebranding
The Viña del Mar International Song Festival is the most important musical event in Latin America. It has been held every year since 1960 in the city that name it, near Valparaíso, in Chile, in an amphitheater with a capacity for 15.000 people, and is broadcast live on radio and television for the whole world
The brief
The 2017 edition is in charge of Chilevision, an audiovisual company belonging to TNT Turner Network Television, which wants to emphasize the international nature of the event and requests a communication campaign with a more global than Latin perspective, and including the redesign of the brand if necessary
The identity
The look of the festival was trapped between two contradictory codes: one supposedly elegant, based on the colors black and gold, and the other cheerful and full of color. It is decided to foster and update the most colored one, for which a master animation is created —the channel itself will use later to make different corporate audiovisual pieces—. Thanks to the processing, the iconic red ball of the festival and the colors usually surrounding it take on three dimensions and suggest sensations
The audiovisual campaign
In Latin America in general and Chile in particular, the festival is a collective annual celebration that goes beyond whether one is interested in the musical proposal. The tradition of celebrating collective rituals is universal and music is its most common expression, so in the audiovisual pieces several ordinary people dance in front of the camera with absolute expressive freedom. The double speed filming allows to appreciate all the details of their movements and leaves the dance itself in a second place to highlight people celebrating
Lucia is amazing
Luis is amazing
Carla is amazing
Victor is amazing
Dario is amazing
The print campaign
The posters and graphic applications replace dancing for jumping in order to express the same, and mix it with the 3D images to reinforce sensations. Even Carola de Moras and Rafael Araneda, drivers of this edition of the festival, wanted to be amazing and appear in the campaign
The pressbook
Explain in a few words and many images why the Viña del Mar International Song Festival is the most important musical event in Latin America, and presents the 2017 edition
& Co
Copywriting Claudio Letelier, photography Noli Provoste, processing Juan Delcán, filmmaking Sergio Quente, production Sagrado Films, post-production Juan Olivares, music Carlos Cabezas, clients Álex Hernández and María José Acuña from Chilevisión