Bradesco Square transformed Lollapalooza into a cultural hub with art, water experiences and branded activations, engaging young audiences and reinforcing the bank’s presence.
Bradesco has always been part of Brazilians’ lives. But with younger generations becoming increasingly connected and demanding, a key question arose: how to remain relevant for them? Like other traditional brands, the bank faced the challenge of engaging Gen Z — digital natives who expect brands to add real value.
The goal was to amplify Bradesco’s visibility and strengthen its presence among young audiences. Sponsoring Lollapalooza was the starting point, but the true objective was to go beyond brand exposure, spark genuine interest, create emotional connections, and ensure a memorable and relevant presence inside the festival.
KPIs included number of interactions within the space, lead generation, earned media coverage, and positioning among the festival’s most recalled brands.
In a festival saturated with brand activations, standing out is challenging — especially for a bank, often associated with bills, money, and bureaucracy. The creative solution was to reframe Bradesco as an enabler of positive experiences, identifying the festival “pause moment” between shows as the most valuable opportunity for connection.
From this insight, we created Bradesco Square — a vibrant artistic installation designed as a plaza. It offered comfort, hydration, and entertainment: from swing-shaped lounges to shaded rest areas, charging stations, art interventions, and the highlight — the first Aqua Bar in Brazil, serving exclusive water-based drinks. An ATM machine allowed people to “withdraw experiences” such as fast passes for the Ferris wheel, collectible cards with Cielo, turbo makeovers by Kiko Milano, and gifts through recycling.
By turning hydration and breaks into immersive, shareable, and desirable experiences, Bradesco innovated and redefined its role inside the fes
