Projekt anfragen
o2 Music — Bausa — Festivals Are Back
A “Finally Festivals Again” episode for o2 Music with Bausa. With a creative opening that captures pandemic boredom, followed by live production on location at the festival.
Overview
In 2022, festivals returned for the first time since the COVID-19 pandemic,
and o2 Music marked the moment with a new "Finally Festivals Again" episode featuring
rapper Bausa. The campaign line said it all: Back to the Festivals. The campaign
translated collective relief and anticipation into a strong visual narrative.
The Concept
The campaign followed the established three-chapter format structure, with one
central creative twist: the opening showed Bausa in a nursing home, playing
chess. Bored, out of place, visibly waiting, a single image that summed up two
years of pandemic in one shot. Then the transition: the camera zooms into his
eye, and on the other side he's standing on a festival stage. One visual moment
that tells the whole story of standstill and return.
Key Achievements
- Social Media Concept: Developed the content logic and asset sequencing for
the entire ramp-up phase across @o2musicde and @bausa.
- Creative Direction: Conceived the nursing home opening and the visual
eye-transition effect as the narrative core of the campaign.
- Live Production: Shot festival content on location, cut and delivered within
hours so the videos could go live the same day as social assets promoting
the livestream.
Impact
The episode reached an audience ready to celebrate the moment after two years
of pandemic, with strong organic resonance and above-average engagement.
The unexpected nursing home opening generated a surprise effect that was
noticed well beyond the brand's own community.
