Creative Direction & Brand Enrichment
Rubicon wanted to attract a younger audience under the banner of their new brand line: ‘Big Flavour Behaviour’, so we created an activation full of colour and energy to fit in at BoomTown festival - the uniquely themed parallel world.
The Rubicon Fruit Market surrounds a dance floor of confidence and colour: a stage where people can have fun and show off their authentic selves.
The market became a floor for dance-offs and lip sync battles with our flamboyant hosts - guests could either watch them go head-to-head with other festival-goers or get involved themselves and get samples and swag for their big flavour behaviour.
Participants could also raid our closet of big flavour fashion to really get into character. Whether participating or not, the ‘garm station’ gives festival-goers a great opportunity to dress up in vibrant outfits and capture photos of themselves to share the love.