THE DOUBLE NIGHT BY DACIA

Branded Content

CHALLENGE

Development and production of “The Double Night” event for Dacia Duster.

SOLUTION

On a normal mid-March evening, the crowd of 400 people gathered at the Santeria Social Club in Milan was surprised with a totally unexpected live show by Negramaro, one of Italy’s most famous bands. The entrance ticket for “Negramaro Social Sound”, during which two emerging bands would have performed the band’s hits, hid a second one… For Negramaro’s live show!

Areaconcerti took care of the artistic part of the project and of the event production process. The creative idea for “The Double Night” came from Publicis Italia in partnership with Filmaster, whereas OMD took charge of the media planning activities.