- CREATIVITY & BRANDING PROCESS -

The Viña del Mar music festival is the most important event in popular music in the Spanish-speaking world. For over 60 years, it has been held every summer in the Chilean resort town.

In 2019, Canal 13, TVN, and FOX joined forces to produce and broadcast the next four years of the festival on television to Chile and the world.

After working for the past two years with Chilevisión, the channel that previously broadcasted the festival, we were called upon to develop the festival's brand, and here is a brief summary of the process.

Our idea was to use a more international language to present the festival to the world, with a global and universal approach. Emotions and music are closely related; it is definitely our soundtrack for moments of happiness, euphoria, sadness, love, and heartbreak. Below is the video presentation of the concept to the audience following the announcement of the new television networks that joined for its production.

Latin music worldwide is at its peak: Shakira, Bad Bunny, Peso Pluma, Karol G, and Daddy Yankee are the streaming kings, after Luis Fonsi's 'Despacito' positioned it on everyone's radar.

Viña del Mar is the festival where the big names in urban Latin music and other genres come together, which is why we coined the concept 'The largest Latin festival in the world.'

Graphically, we used a large moving element representing the diversity of colors, where everyone is invited to this great celebration.

Clean backgrounds and this large wave traveling and traversing served as the graphical thread and container, appearing in spots, on-air graphics, key visuals, and graphic applications throughout the city.