The Red Bull Music Academy (RBMA) has been a vital institution on the global music scene for over 20 years. In 2016, the RBMA chose to hold its 17th edition in Montreal. We were mandated to create an editorial rather than promotional campaign that expressed Montreal's zeitgeist, addressed the event's target audience and created a strong, credible link between the Red Bull brand and music, all while emphasizing the mantra of the RBMA: Create, Collaborate, Celebrate.
We also had to communicate the magnitude of the event and its impact on both the city and the up-and-coming artists taking part. Finally, we had to represent the 26 different events offered at RBMA Montreal by highlighting their tremendous diversity and respecting the cultural identity of each featured artist.
The Phi Centre, a crucial venue on Montreal's artistic and creative scene, served as the nerve centre for the RBMA conference. In a near rebranding of the entire venue, the studio emphasized a key element of its RBMA communications strategy, employing the signature typography as signage throughout the Phi Centre. Oversized numbers marked floor levels, while floor plans designated the locations of workshops and related RBMA events. To add to the festive ambience, several custom posters were displayed around the venue.
High-impact and high-volume was the name of the game. We seamlessly managed both by creating a bespoke campaign for the event and breathing life into 24 original creative assets in a dizzying array of media and formats (print, OOH, digital/video, social).
Sales results surpassed all expectations, with each concert being either sold out or attracting very large crowds.