The 5002&Beyond agency is developing the Mid-Year Passage concept and brand, which intends to celebrate the date that marks the middle of the year. The contingencies of the pandemic only allowed the date to be set on July 2nd with a small group of people, but the expectation is that the project can gain scale.
“Thought as an opportunity to create a new moment of conversation and also of consumption for some brands, the Passagem do Meio do Ano brand appears as an opportunity to challenge brands with a solution to be closer to their consumers and fans, with a irreverent concept, which promises to turn the record around and play the B side of the year with concerts, street activations and even parties at home, as in a real New Year’s Eve”, says the statement from the agency founded by Fernanda Dias de Assunção and Jorge Coelho. Those responsible ensure that “some of the biggest national brands are already involved and the second half of 2021 will be one of planning and closing of contracts, but there is still room to include many more”.
The idea is that the Mid-Year Pass concept is adaptable to the needs of each brand and business. The project involves a team of six professionals from the fields of activation, partnerships, media, strategic planning and creativity.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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