For PRIO, entering the music world wasn’t about simply showing up at festivals, it was about doing it in a way that genuinely mattered to the audience.

The starting point was a clear cultural insight: for Portuguese Gen-Z, going to music festivals is great, but going with a bus full of friends, and for free, is unbeatable. The social experience is as important as the music itself.

From this idea came LIKE A BUS, a campaign and brand activation that turned PRIO into the enabler of that collective experience. The brand offered groups of friends the chance to travel together, by bus, to Portugal’s three biggest music festivals, transforming the journey itself into part of the festival.

More than transportation, the bus became a shared space of anticipation, freedom and connection, perfectly aligned with how this generation experiences music and brands.

Awards
Iberian Festival Awards 2020 — Best Brand Activation in Music Festivals