#BurnResidency

Amplify take over the biggest global DJ competition for three weeks in Ibiza...

Challenge

Amplify were challenged to make this years’ #BurnResidency the strongest ever and cement Burn’s position as a credible and integral player within electronic music.

Insight

Not only were we approaching a crowded sector, we were launching the campaign in Ibiza – the heartland of electronic music. To achieve brand cut through, we had to bring it back to the passionate DJs to make the genre great. 

Strategy 

Combine the Burn brand with the island’s rich heritage, while bringing something new and original that could disrupt the sector                                      

Solution 

#BurnResidency

A holistic approach to seamlessly integrate every element of the campaign and create a sense of consistency, community and authenticity throughout. To achieve this we built a suite of assets including a DJ booth and bar that encapsulated the dynamic nature of electronic music whilst still remaining true to the Burn brand. The modular build meant that every space we occupied from the dance floor at Privilege, to the terrace at Ushuaia, to the rooftop of hotel Es Vive could immediately be transformed into premium Burn territory, elevating the lectures and technical master classes we managed from the likes of Luciano, Darius Syrossian, Miguel Campbell, Funktion One, Sonica Radio and Carl Cox to the highest possible level.

To create a sense of community within such a pressured environment we introduced a vitality programme for the competitors. This included yoga, mindfulness and general pastoral care to equip them with the necessary tools to cope with life as full time Djs that demonstrated Burn’s understanding of the industry as a whole and their genuine commitment to helping the next generation succeed within it, with the 26 competitors winning residencies at Privilege, Sankeys and Café Mambos and  €100k invested in their career.

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