MullenLowe Romania signs the new concept for the 2023 edition of Flight Festival, the only edutainment festival in Romania that combines music, art and technology. This year, on the occasion of Timișoara’s designation as European Capital of Culture, three festivals in the area – Flight Festival, VEST FEST and Magnetic – are merging into one, under the name of District23, thus becoming the biggest music festival in this part of Romania.

IMAGINE A FESTIVAL MADE FROM YOUR FEELINGS is the concept signed by MullenLowe Romania and dedicated to this year’s edition, which will take place between June 16 and 18, for the Music and New Media Art component, on Cioca Aerodrome in Timișoara, and between March and November, for the Theatre component.

Brand agency providing creative solutions based on data analytics and relevant insights, MullenLowe Romania, signs a new premiere and turns last year’s attendee reviews, selected from the festival’s Facebook, Google and YouTube pages, into the festival’s image with AI and using MidJourney. The campaign’s KVs, based on the participants’ previous experiences, accurately capture the colourful and light-hearted atmosphere of the festival.

“Timișoara’s status as European Capital of Culture 2023 gives us a unique opportunity to promote this area of Romania and leads us to make a bold move, to ally ourselves with the most important festivals in the West, in order to bring as many big names from the international scene as possible. We are delighted to collaborate again with the MullenLowe Romania team, who understands very well our vision focused on the idea of technology and entertainment. Although, this time, we will evolve as a single festival, each component has something different to offer and the concept and visuals created by MullenLowe Romania express our thoughts and ambition very well”, said Vlad Garboni, Co-FOUNDER Flight Festival.

“The concept for this edition started from the need to be inventive as we compete with the big names in the festival market. We realised that festival lovers choose the events they go to primarily based on recommendations. It’s just that the Flight Festival, being relatively new, hasn’t yet reached the level where you can easily find someone who has experienced it to recommend it. But it has extremely good online reviews. The solution was to make them heard, so we built our campaign concept around the reviews and illustrated the emotions experienced at the festival in AI-created visuals”, added Florian Langa, Senior Copywriter, MullenLowe Romania.

“From a visual point of view, we built on the identity developed for the previous edition, centered on avatars that are representative for each of the festival’s pillars. Only this time, the avatars are actually made based on real reviews, and we iterated again and again until we managed to capture the joy felt at the festival“, added Dan Drăgan, Senior Art Director, MullenLowe Romania.

MullenLowe Romania provides multi-channel creative solutions, and the festival promotion campaign takes place both online and offline: Flight Festival experiences are promoted in Social Media, on the main platforms (Facebook, Instagram, TikTok and YouTube), as well as through Pay Per Click campaigns. Offline, the festival promotion is provided through conventional outdoor ATL (banners, meshes, posters, means of transport branding).

As for the theatre component, it will integrate the International Festival of Theatre Schools, being animated by great, globally recognized actors who also perform in shows and workshops for students. Musically, the festival will focus on bringing the best national bands and internationally renowned artists, with confirmed guests currently including Rag’N’Bone Man, Clean Bandit, Tom Odell, Delia, Connect-R and S.A.R.S. Full information about Flight Festival 2023 can be found on flight-festival.com and on the event’s Facebook page.

The teams involved in the campaign:

Flight Festival: Vlad Garboni (Co-FOUNDER Flight Festival), Daniel Lupu (Marketing & PR Flight Festival).

MullenLowe Romania: Silviu Antohe (Executive Creative Director), Florian Langa (Senior Copywriter), Dan Drăgan (Senior Art Director), Andra Panaitescu (Client Service Director), Mara Grigorescu (Account Director), Maria Barbu (Account Executive), Adrian Radu (AV Director).