Title	INFECTED
Brand	AB INBEV
Product/Service	TOMORROWLAND
Category	B04. Use of Original Composition for a Brand or Campaign
Entrant	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Production	CANADA Barcelona, SPAIN
Additional Company	TRIM EDITING London, UNITED KINGDOM
Additional Company 2	GLASSWORKS Barcelona, SPAIN
Additional Company 3	WAVE RECORDING STUDIOS Amsterdam, THE NETHERLANDS

Name	Company	Position
Mark Bernath & Eric Quennoy	WIEDEN+KENNEDY Amsterdam	Executive Creative Directors
Thierry Albert & Alvaro Sotomayor	WIEDEN+KENNEDY Amsterdam	Creative Directors
Vasco Vicente	WIEDEN+KENNEDY Amsterdam	Art Director
Jake Barnes & Evgeny Primachenko	WIEDEN+KENNEDY Amsterdam	Copywriters
Joe Togneri	WIEDEN+KENNEDY Amsterdam	Head of Content
Tony Stearns	WIEDEN+KENNEDY Amsterdam	Executive Producer
Nick Docherty, Tom Gibby	WIEDEN+KENNEDY Amsterdam	Planners
Kirk Johnsen	WIEDEN+KENNEDY Amsterdam	Group Account Director
Janna Harrington	WIEDEN+KENNEDY Amsterdam	Project Manager
CANADA	CANADA	Director
Daniel Voldheim	CANADA	Director of Photography
Elías M. Félix	CANADA	DOP (2nd Unit)
Dani Molina	CANADA	Production Manager
César Martínez	CANADA	Art Director
Hannah Edwards & Cris Quer	CANADA	Stylists
Javier Ceferino	CANADA	Make Up & Hair
Nasa FX	CANADA	Practical FX
Manson	CANADA	Animation
Dominic Leung & Elise Butt	TRIM	Editors
Javier Verdugo & Carlos Cortés, Kiko Navarro, José Luis Estefanía, Alba Ribera, Santi Muñoz, Marco Rossi, Andrea Giordano, Leire Martin, Simon Glass, Konstantinos Pontikid	GLASSWORKS BARCELONA	3D Lead & 3D Team
David Gomez	GLASSWORKS BARCELONA	Lead Flame
Daniel de Vue & Matt Hare	GLASSWORKS BARCELONA	Colorists
Mike Gomez, Dani Granado, Joan Amat	GLASSWORKS BARCELONA	VFX Supervision
Joan Amat	GLASSWORKS BARCELONA	EP/Head of Production
Mikel Gomez, Alex Blasco, Ruben Llusia, David Martinez, Dani Granados	GLASSWORKS BARCELONA	2D Team
Alex Nicholls-Lee	WAVE STUDIOS AMSTERDAM	Sound Design & Mix
Tiësto & JAUZ / Infected	Tiësto & JAUZ	Artist / Title
Ricardo Dias	AB InBev	Global VP, Consumer Connections
Lara Krug	AB InBev	Global Director, Experiential
Oscar Romagosa & Marta Argullós	CANADA	MD/EP & vEP (Barcelona)
Jonah Dolan	WIEDEN+KENNEDY Amsterdam	Account Director
Ben Prout	WIEDEN+KENNEDY Amsterdam	Account Manager
Michael Graves	WIEDEN+KENNEDY Amsterdam	Business Affairs
Nacho Piñar	CANADA	Production Manager (2nd Unit)
Oscar Romagosa	CANADA	MD/EP
Marta Argullós	CANADA	vEP Barcelona
Miguel Patricio	AB InBev	Chief Marketing Officer
Talita Andrade	AB InBev	Global Head of Music
Belen Palos	GLASSWORKS BARCELONA	Producer
Wes Young	WIEDEN+KENNEDY Amsterdam	Communications Planner

The Campaign

We created ‘Infected by Music’ - a cross-brand global campaign to bring exclusive music experiences leading up to and during the Belgian edition of the festival (July 22-24) and reaching consumers all around the world. At the heart of the global campaign is ‘Infected’ – an original song and music video made exclusively for AB InBev’s Tomorrowland partnership in collaboration with globally iconic Dutch DJ and producer, Tiësto, and LA producer and DJ, JAUZ. The 3-minute ‘Infected’ music video aimed to get people fired up for Tomorrowland, and allowed those around the world who couldn’t be at the festival in Belgium to get infected by music.

Creative Execution

Inspired by the inherently infectious music of Tomorrowland we worked with iconic Dutch DJ and producer, Tiësto, and LA producer and DJ, JAUZ to create the single – ‘Infected’. It was launched a week before the festival along with the 3-minute music video. In addition, a 30-second version was aired on broadcast in selected markets, while a series of mini-trailers were featured across online and social channels. At the festival itself Tiësto performed ‘Infected’ live on the main stage as the closing track to his set.

Reach + Ahead of the festival, 'Infected' reached a global audience via AB InBev's brand channels, YouTube, and Tiesto and Spinnin' Records' social media channels - earning the film almost 4 million views + At the festival itself Tiesto gave a surprise performance opening the set with the Infected music video + During the festival Infected was viewed by 7 million people from all over the world via social media Engagement + 150 million people were reached on Facebook Live and 14 million through localised branded streams + Thousands of fans in Japan, Columbia, India and Mexico watched the festival live stream through Unite. Impact + Sales increased in local markets + China's entire 2016 e-commerce inventory sold in 1 day + Budweiser Ecuador had a 250% sales increase + Guatemala's video push had the highest reach ever of any beer brand content in history

To celebrate AB InBev’s exclusive sponsorship of Tomorrowland, one of the world’s largest electronic music festivals, we created a bombastic EDM single and an equally bananas music video. Inspired by the inherently infectious music of Tomorrowland we worked with iconic Dutch DJ and producer, Tiësto, and LA producer and DJ, JAUZ to create the single – ‘Infected’.

The key to the campaign was fitting into the culture of EDM. So, instead of licencing any existing track we wanted to instigate and guide a collaboration that EDM fans had never seen. Making the song from the ground up enabled us to weave the creative idea throughout the very fabric of the song, beyond the title “Infected”.