Besame Mucho
Tropicália + La Tocada Presents
Besame Mucho fest is a growing music festival that launched at the legendary Dodger Stadium and has expanded to Austin, Texas.
This ultra-nostalgic music festival is a sonic glimpse into the homes of Latino families everywhere, with a highly curated, multi-generational lineup of artist that notoriously played in households during saturday morning quehaceres (chores), backyard cookouts and block parties.
Overview
Besame Mucho had a very diverse lineup. Ranging from Los Tigres del Norte to Julieta Venegas. Need Pastel created a wave of social excitement that took two distinctly different audiences, Gen-X and Millennials Cohorts (27-60), and connected them through music, culture and community. The festival's launch was an immediate hit; circulating online to an incredibly positive response, growing our social media followers instantly, and selling out within 70 minutes.
Social Campaign
Despite the age gap between our target demographics, there is one insight that brings them all together; this timeless lineup which, across generations, has been enjoyed and passed down. Our social strategy honed in on this nostalgic factor, making it imperative that we remind people of the significant role that these artists had on the culture and livelihood of all Latinos, despite their age.
Design
The visual aesthetic is heavily influenced by the essence of street art commonly seen in Latin America, specifically in Mexico. To align with the sweetheart vibe of the festival name, we leaned in to the pastel color palette which enhanced the nostalgic feel and overall brand identity.
Live Content Capture & Social Media
For this festival we ran all of the live photo and video content along with the social channels. Our goal was to connect the target audience with exclusive footage to the festival.
On Site Video Content
