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Viña Festival 2017 Branding

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 the Quinta Vergara 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. This tradition of celebrating collective rituals is universal and dancing 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

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