Volkswagen is stepping into the music festival circuit once again, marking its sixth time as a sponsor of Rock in Rio through a creative campaign developed by Almap BBDO. According to company announcements, the automotive brand is launching the T-Cross Rock in Rio, a special edition vehicle inspired by the event, accompanied by a multimedia marketing push built around the concept “Suceso en cualquier pista” (Success on any track).
Bridging Automotive Design and Music Festivals
The central film for the campaign features the T-Cross navigating through various musical instruments, creating a direct visual link between car culture and live music. According to Almap BBDO creative directors Francis Alan and Gustavo Tasselli, the agency deliberately played with the double meaning of the word “pista” in Portuguese and Spanish—connecting the asphalt of the street to the dance floor of the festival. “The T-Cross is already a proven success on the streets and we wanted to take that same leadership to the festival universe,” Alan and Tasselli explained regarding the creative direction.
Did you know? Volkswagen’s partnership with Rock in Rio spans six editions.
Media Strategy and Digital Rollout
The campaign extends far beyond traditional television commercials. In addition to spots airing on open and subscription TV through Globo network sponsorship packages, Almap BBDO designed an extensive digital media rollout. The agency’s planning and content teams—including strategic planners Daniel de Tomazo, Mariana Teixeira, Isabela Panico, Daniela Amorim, and Laura Cicerone—tailored specific pieces for social platforms and digital channels to engage younger, music-focused demographics.
Production for the commercial involved Vetor Zero with directors Os Olga, alongside executive producers Francisco Puech and Diego Dossa. Audio production was handled by Raw Audio, featuring composition by Hilton Raw and sound design by Enrico Maccio and Philip Braunstein. The project also integrated artificial intelligence capabilities, credited to lead AI specialist Caio Haar alongside artists Thiago Silva, Patrick Lima, and Thatiana Climick.
Rock in Rio Festival Details
Rock in Rio is scheduled to take place on September 4, 5, 6, 7, 11, 12, and 13 at the Cidade do Rock within the Olympic Park in Rio de Janeiro. The upcoming edition will bring together large-scale musical acts, entertainment, and brand activations, with Volkswagen featured prominently among the corporate sponsors supporting the event. Client-side oversight for the campaign is managed by Fernando Silva, Livia Kinoshita, Nathalia Furlan, Arthur Rocha, Franco Tellini, and Agnes Marques.
Frequently Asked Questions
What is the Volkswagen T-Cross Rock in Rio?
It is a special edition vehicle model inspired by the music festival, created by Volkswagen to celebrate its sixth year sponsoring Rock in Rio.
Who created the “Suceso en cualquier pista” campaign?
The campaign was developed by advertising agency Almap BBDO under the leadership of President and CEO Filipe Bartholomeu and CCO Marco Giannelli (Pernil).
When and where will Rock in Rio take place?
The festival runs on September 4, 5, 6, 7, 11, 12, and 13 at the Cidade do Rock in Rio de Janeiro’s Olympic Park.
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