Dzen New Star Camp 25
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Date:
25 March 2025 - 31 March 2025
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Location:
Sochi, Rosa Khutor
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Brand:
Dzen
Dzen New Star Camp 25
-
Date:
25 March 2025 - 31 March 2025
-
Location:
Sochi, Rosa Khutor
-
Brand:
Dzen
This spring, the content platform Dzen was looking for a way to organically integrate into the agenda of the main sports and music festival, New Star Camp 2025, which took place in the last week of March. The goal was ambitious: not just to flash a logo, but to attract the attention of an active and sophisticated audience, increase brand awareness among the event's guests, create a visually vibrant and cohesive brand presence across different zones of the festival, and communicate that news on any topic could be found at the Dzen venue.
Dzen Mountain Stage. The stage with four multimedia screens, just as the creative team envisioned, became one of the main locations at the festival. Throughout the day, it hosted live broadcasts, DJ sets, interviews, discussions, streams, and concerts. Full concert programs by top artists took place here, including Biicl, DJ Stonik1917, Антоха МС, Кассета, and Стерео Ширина. During the daytime, the Dzen Studio operated at the Dzen Mountain Stage, serving as the official news hub of the festival. The host reported on all the key events in Rosa Khutor and beyond – guests received daily weather updates, meetings with industry leaders and festival artists were held here, as well as broadcasts of contests and performances from the snow park. Winners and fresh faces shared their emotions here, and music played non-stop during the breaks on stage. Dzen jibbing feature in the snow park. The branded C-rail structure harmoniously blended into the sports landscape and enhanced the brand's visual presence at altitude. Dzen × Surf Coffee zone – the agency team created a stylish and concise lounge space where visitors could relax and taste drinks prepared for festival participants. Filter coffee or buckwheat tea in a branded cup could be obtained with a special token. The Dzen merch station in the festival's Info Center operated daily with a mechanism where guests collected stamps for publishing content from various Dzen locations and received branded merchandise and vibrant accessories.
