I was responsible for creating the concept, advertising campaign, lineup launch, visual identity, and much more for Asuncionico, Paraguay’s biggest music festival.

Beyond the complexity of a project of this scale, there was an additional challenge: rebuilding the trust of an audience that had been let down after two difficult years, during which the festival had to be cancelled.

First due to the pandemic, and later because of bad weather. This left thousands of fans with low expectations, raising doubts about the organization and generating thousands of negative comments.

The decision was not to avoid the criticism by shifting attention elsewhere, but to confront it head-on and shout out to the entire country that Asuncionico Never Stops Making Noise.

For the campaign, we used news clips covering the festival’s cancellations. Then, in a symbolic gesture, we literally blew up the screen, and the bad news to reveal the festival’s lineup.

Several of the biggest brands in the youth market were present before, during, and after the festival, using our graphic toolkit to create special editions, promotions, and experiences throughout the event.