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Parallel Touch Point

    Amplify + Audemars Piguet enables people to create a track using movement at Montreux Jazz Festival...

    Challenge

    Reinforcing Audemars Piguet positioning in the music industry through a money can’t buy experience during the Montreux Jazz Festival.

    The challenge was to celebrate the AP x MJF partnership with an immersive experience that people wanted to post about online, and gave them a chance to get tickets to the Parallel experience.

    Insight + Strategy

    Montreux Jazz Festival is one of the most iconic music festivals in the world. Known for it’s incredible line ups and stunning setting against Lake Geneva, it attracts a global audience of music enthusiasts.

    After partnering with talent such as Travis Scott and Mark Ronson, Audemars Piguet were a serious player in the music world, however, they wanted to create an experiential and live moment that could live up to the other music partnerships they had done. Montreux Jazz Festival offered the moment to do just that.

    Solution

    Parallel Touchpoint

    We made a statement at the Montreux Jazz Festival with Audemars Piguet Parallel featuring two key elements. An immersive music experience allowing people to create their own track by moving, which was followed by a once in a lifetime performance atop the Les Pleiades mountain overlooking Montreux.

    Part 1 - Parallel Touch Point; was a gamified music experience where guests had the opportunity to create their own electronic music simply by using their gestures to control different elements of a track. The experience was housed within a statement structure that sat on the side of Lake Geneva. If guests took part it meant they were in with a chance of winning tickets for an exclusive performance featuring Black Coffee, Mochakk, and Mont Rouge.

    Part 2 - Parallel: A once in a lifetime performance featuring Grammy award winner Black Coffee. The show took place on top of the Les Pléiades mountain that overlooked Lake Geneva and the Montreux Jazz Festival.

    Discover more about the work here.

    Brand Experience Agency of the Decade