Title	THE ART OF TECHNO
Brand	NEOPOP
Product/Service	ELETRONIC MUSIC FESTIVAL
Category	C03. Exhibitions / Installations
Entrant	PARTNERS Lisbon, PORTUGAL
Idea Creation	PARTNERS Lisbon, PORTUGAL

Name	Company	Position
Ivo Purvis	Partners	Executive Creative Director
Gil Correia	Partners	Digital Creative Director
Fernando Sousa	Partners	Photographer & Post Production
Pedro Domingos	Partners	Agency Producer
Tânia Carmo	Partners	Account Executive

The Campaign

For the launch of the festival's line-up we developed a campaign to pay tribute to the dance music culture and highlight that electronic music is a true form of art. To bring the concept to life we commissioned 10 masterpieces created with a technic that used the dance floor movements to color the canvas. And with the commissioned paintings we created an art gallery that highlighted the fact that those who participate artistically in dance culture are legit artists and that electronic musician can be as much of an artist as someone who plays the violin. We called it, The Art of Techno.

Campaign Success

For the launch of the festival's line-up we developed a campaign to pay tribute to the dance music culture and highlight that electronic music is a true form of art. To bring the concept to life we commissioned 10 masterpieces created with a technic that used the dance floor movements to color the canvas. Each painting, interpreted by a different artist, to the sound of the biggest names of Neopop's 12th edition. With these paintings we created an art gallery that highlighted the fact that those who participate artistically in dance culture are legit artists and that electronic musician can be as much of an artist as someone who plays the violin.

Describe the success of the promotion with both client and consumer including some quantifiable results

The news traveled fast and wide, media from both the music and art world covered the story promoting a dialogue that is redefining que boundaries of art.

Explain why the method of promotion was most relevant to the product or service

The Art of Techno Exhibition is a tribute to the dance music culture that had, as a main feature, an exhibition to launch festival's line up. An art gallery that highlighted the fact that those who participate artistically in dance culture are legit artists and that electronic musician can be as much of an artist as someone who plays the violin.

For the launch of the festival's line-up we developed a campaign to pay tribute to the dance music culture and highlight that electronic music is a true form of art. To bring the concept to life we commissioned 10 masterpieces created with a technic that used the dance floor movements to color the canvas. We called it, The Art of Techno. The Art of Techno is a tribute to the dance music culture that had, as a main feature, an exhibition to launch festival's line up.