To promote Continente’s fresh produce and create engagement at Rock in Rio, we designed a giant drum stand, made of pots and pans, where people could cook with a chef and donate their meals to a NGO.
We designed the biggest drums in the world, made of pots and pans.
Inside, festival goers lived a “MasterChef like” experience. At the Kitchen of Rock, everyone cooked Continente’s fresh produce and ingredients under the orders of a new generation Chef, preparing innovative recipes with a special taste for the cameras!
Under the motto “Cook. Rock. Help.” all the recipes made were transformed in meals donated to Refood NGO, reinforcing the brand’s commitment to social sustainability. Many stars, such as chefs, musicians and tv personalities took part, creating hype and memorable brand content on portuguese media.
Those who didn’t cook could also be part of the movement by taking pictures at our regular sized drums. For each shared photo, another meal donated. This brand activation was simultaneously a voluntary service.
The top floors were exclusive for guests, with bar and catering service. The rooftop was the most looked for spot, where the giant drum cymbals served as shade.