The challenge
Introducing a new flavour at a festival is one thing. But building a complete brand world that brings together atmosphere, activation and culture? That required guts, creativity and a 360-degree approach. Passoã wanted more than a stand - they wanted an experience.
The implementation
Showpony designed, produced and hosted the entire Passoã Beach area. We built a custom stage together with our friends from Neefsteef, provided a non-stop line-up of 27 DJs, and staffed the bars with in-house Showpony bartenders and promoters. Influencers and content creators from our own pool provided reach on socials, supported by an elaborate content plan.
We also provided branded merchandise, activations with giveaways, an on-site videographer and photographer, and a crew that kept the energy high - even when it rained.
The result
A packed area, thousands of cans, hundreds of social posts, and a vibe that echoed long after. Passoã Beach proved that brand activation and fringe programming can go together effortlessly. From deal-making to show - everything was conceived, produced and executed by Showpony.
