A 96-hour non-stop music and experience festival for Gen Z. Its purpose was to make attendees protagonists and organic content creators, amplifying the brand’s culture with the message: “Vive ahora.”
The challenge for Desalia 2025 was clear: to consolidate Ron Barceló’s positioning as a leading lifestyle and youth entertainment brand, strengthening its bond with a generation that demands authenticity and memorable experiences. The action had to connect with Gen Z in their own codes—immediacy, spectacle, and shareable content—and build a continuous story over 96 hours, where every moment had potential to amplify across media and social platforms.
More than a festival, it was conceived as an experiential ecosystem where product, target, and narrative blended naturally. The ultimate goal was to maximize brand visibility without forcing communication: turning attendees into protagonists and main voices of the “Vive Ahora” philosophy (brand’s claim), and helping them learn firsthand that Ron Barceló stands for living fully in the moment.
Desalia is a direct application of the brand claim “Vive Ahora.” We used this claim as the creative concept for a 96-hour continuous spectacle event. The premise is that Desalia isn’t a party with shows, but an uninterrupted choreography where the spectacle isn’t watched, it’s lived.
The Gen Z audience is positioned as the protagonist of a constant, demanding “live now” narrative. Executing such an event required innovative solutions in every aspect. It was structured as an integral choreography, orchestrated by a “Squad Corner” of animators and performers who connected every moment. Six stages were built and dismantled in parallel, while immersive set designs, surprise performances, interactive activations, and synchronized visuals filled every corner.
Every detail was designed to generate organic and viral content, fusing technical precision, narrative, and participation, thus redefining entertainment and interaction for Generation Z.
