Hundreds of generated posters, thousands of personal festivals, one common sound of authenticity. For Sony, we created a campaign that, instead of giving a stage, gave space — to the young, real, and full of emotion. Together with agencies JU: and Euvic Performance, we invited Gen Z into a world where it’s not the brand that plays first fiddle — it’s them.
Sony has been setting trends in the world of sound for years. This time, the brand meets a completely new generation — one for whom music is not just entertainment, but a way of self-expression. ULT POWER SOUND is a series of speakers designed with Generation Z in mind: bold, expressive, always on the move, and hungry for emotion.
Young people seek authenticity, depth, and space to express themselves. We knew that classic communication wouldn’t be enough — we needed a concept that would reflect their world. One that would speak their language and let them find… themselves in the campaign.
In response to the needs of young audiences, together with JU: and Euvic Performance, we created the idea: “The Festival is in You”. It’s not an event — it’s an emotion. It’s the micro-worlds we carry within us and the atmosphere we create around us. It’s a manifesto of independence, community, and personal vibe.
The campaign kicked off with an atmospheric video spot shot on a Warsaw rooftop. We captured what matters most: raw emotion, intimacy, and the freedom to express oneself. The camera didn’t follow a script — it followed people.
The central point of the campaign was the activation on the website festiwalwtobie.pl.
Everyone could create a poster of their own micro-festival — with the help of AI and their imagination.
The most interesting projects were awarded and highlighted by the brand.
Media planning and purchase were handled by the Sales Intelligence agency.
Participants created 992 posters for their micro-festivals and sent 117 contest entries. Importantly, the task required significant creative effort: you had to write your own prompt, choose a poster style, and name your festival. Nevertheless, the number of entries shows that the mechanism engaged Gen Z and encouraged them to act.
The campaign goals were achieved, and some results even exceeded our assumptions twofold. Users not only eagerly used the tool, but the format met the expectations of the target group and translated well into our key performance indicators.
Authenticity — young people didn’t just interact with the brand; they truly felt that the campaign gave them space to have fun and express themselves. Consistency also stood out — this is another stage of our cooperation with Sony, following the influencer campaign with the DRE$$CODE group. Together, we show that the brand knows how to communicate with Generation Z in a fresh, credible, and relatable way.