IMINENTE 2018

ClientIMINENTE
TitleIMINENTE 2018
Product/ServiceMUSIC&ARTS FESTIVAL
Entrant SOLID DOGMA Lisbon, PORTUGAL
Idea Creation SOLID DOGMA Lisbon, PORTUGAL
Idea Creation 2 SOLID DOGMA Lisbon, PORTUGAL
Credits
Name Company Position
Diogo Potes Solid Dogma Head of Design
Pedro Pires Solid Dogma Creative Director
Joana Neves Solid Dogma Account Director
David Cabrita Solid Dogma Graphic Designer
Hugo Dias Solid Dogma Graphic Designer

Why is this work relevant for Integrated?

Iminente's the most relevant festival of public art and urban music in Portugal. An experience that showcases the best emergent urban artists from here or from any Portuguese speaking country, shining a light on the clear intent of artistic/cultural curation, celebrating what's new, what's fresh, what's bold. The cultural relevance is such that Iminente grew from the suburbs of Oeiras to Lisbon, and then to London and Shanghai: so, in 2018, we aimed aimed not only to reinforce the graphic identity but to create a visual cosmos that could stand by the new venue and work all over the world.

Background

There's no shortage of music and art festivals in Portugal. Therefore, the aim was not only to consolidate the already created Identity for Iminente, which has been distinguishing itself from other festivals by the celebration of an immersive urban concept, but especially to mark its relocation – in Sept.’18, Festival Iminente would have its 1st edition in the center of Lisbon, through a protocol that sets the festival right at the Panorâmico de Monsanto (activated for the first time in +10 years). The challenge was to capture this moment when the festival grows and settles in the heart of the capital, in this iconic location called Monsanto… and also, keeping in mind a step forward: enabling this whole graphic universe towards internationalisation, exploring the brand’s positioning, by making it evolve and coherently extend to territories like London and Shanghai.

Describe the creative idea

The challenge was to strengthen the already existing visual universe, in a time that the festival changed venue. We did that by integrating the striking architectural lines and well-known geometric shapes that punctuate the iconic 'Panorâmico de Monsanto': a 360º belvedere from the 60's that's shaped like a spaceship, and has its own 'graphic signature'. So, the idea was to create a visual concept mirroring a kind of architectural grid, which combines reflective deconstruction notes of the nature of the space, as well as of the nature of the atypical and diversified line-up that sets the Iminente apart from others. This visual language was also adapted to the festival’s showcases in London and Shanghai and (ultimately) Rio – so, from posters and OOH, to motion video promos, social media, website elements and merchandising, we built an integrated aesthetic that stud and evolved through 4 editions and 4 countries.

Describe the strategy

Distinguishing itself from other festivals by the celebration of an immersive urban concept, giving voice and proper stage to new talents, fresh /vibrant/emergent figures of urban and street art, music, social and cultural activist movements, we went for highly graphic and digital supports that could become viral while standing by a digital native audience, also trigged by motion and dynamic elements. In 2018 the festival moved from Oeiras to Lisbon, and it was necessary to underline this transition with a new visual approach, aligned with the same spirit but well framing the feeling g of its new scenario: the Panoramico de Monsanto belvedere. And from there, create a language that would work all over the world (so, not only integrating its iconic shapes and architectural features, but also conveying the festival's true nature, capable of evolving on to London and Shanghai showcases).

Describe the execution

From motion video promos to posters and OOH, social media and website elements to event signage and merchandising items: we built an integrated aesthetic that translated into an original graphic and motion universe that stud through 4 editions and 4 countries in just one year. Lisbon, London, Shanghai (and Rio after): from September to March/April we aligned the spirit of the festival throughout 4 countries, embedding the same visual concept and making it evolve, grow, and adapt to each venue.

List the results

An event with a multidisciplinary line-up, featuring: urban art, contemporary art, music, skate, poetry performances, graffiti, b-boys, talks. A reactivation of an iconic belvedere from the 60's, totally inactive for more than 30 years (that held a design event more than 10 years ago), Sold Out in 2 days. Lisbon event: 15.000 People, 97 musical artists, 35 visual artists, 11 nationalities in 5 stages, 1 gallery, 1 skate park, free shuttles Website: 1.000.000 views, 750.000 hits Facebook: 490.700 reach Iminente Festival + Vhils + Underdogs (total reach) = 42.353.200 Instagram: 328.433 Iminente Festival + Vhils + Underdogs (total reach) = 13.500.000 Youtube 60.000 views Mobile App 17.000 Views Media coverage: 180 journalists in 3 days News 673 Total Impressions: 36.000.000 Total population reach: 4.000.000 AVE: 1.000.000€ Creativity: campaign awarded w/GOLD at Clube de Criativos de Portugal (Portuguese Creative Club)