(AMSTERDAM – July 19, 2016) To celebrate its exclusive sponsorship of Tomorrowland, one of the
world’s largest electronic music festivals, Anheuser-Busch InBev has launched ‘Infected by Music’ - a
cross-brand global campaign to bring exclusive music experiences leading up to and during the Belgian
edition of the festival (July 22-24) and reaching consumers all around the world.
At the heart of the global campaign is ‘Infected’ – an original song and music video made exclusively for
AB InBev’s Tomorrowland partnership in collaboration with globally iconic Dutch DJ and producer,
Tiësto, and LA producer and DJ, JAUZ. The 3-minute ‘Infected’ music video aims to get people fired up
for Tomorrowland, and allows those around the world who can’t be at the festival in Belgium to get
infected by music.
Created by Wieden+Kennedy Amsterdam, the campaign and music video are inspired by the inherently
infectious music of Tomorrowland and the transformation that happens to consumers when they are
immersed by the energy of the festival’s experience and become infected by the music. Created in
partnership with Canada, the music video sees people at the festival spark an epidemic of love and
dance, as they transform into colorful furry creatures who eventually take over the world. Creatures
who only want to dance, be their better, furrier selves, and infect the globe with the vibe of
Tomorrowland.
In addition to the main 3-minute music video a 30-second version will feature online and air on
broadcast in selected markets, while a series of mini-trailers will feature across online and social
channels. At the festival itself Tiësto will perform ‘Infected’ live for the first time on the main stage and
AB InBev brands will provide exclusive experiences at ‘The Brew District’ – an area within
Tomorrowland’s Dreamville campsite that features an around-the- clock open bar, food trucks and
boutique glamping huts. Beyond the Tomorrowland festival in Belgium, 25 international markets will
execute a series of local events against AB InBev’s global Tomorrowland sponsorship, with brands
including Jupiler, Beck’s, Budweiser, Quilmes and Cubanisto. In addition, AB InBev is the exclusive
partner to broadcast the Tomorrowland Live Stream online and in bars and clubs throughout the
weekend.
“We’re thrilled to partner with the leader in electronic music festivals - Tomorrowland, as they create
unprecedented music experiences for fans around the world. As a global company engaging with an
evolving and connected global consumer, our ambition is to create memorable and meaningful
moments for and with them – whether that is providing them access to new music from their favorite
DJ, money can’t buy experiences or simply elevating their beer experience on-site –we believe that
consumers will be more engaged if we provide value back to them,” said Lara Krug, AB InBev Global
Director, Experiential Marketing. “AB InBev believes in the power of music to transform and is
committed to creating authentic music moments that engage people across the globe.”
1 DJ Magazine’s annual Top 100 DJs readership poll; 2002, 2003, 2004
On the campaign and film W+K Amsterdam Creative Director, Thierry Albert, says: “Tomorrowland
unites the world through a love of music. It brings together completely different people with completely
different lives from completely different corners of the world. And this is when the magic happens. The
festival transforms goers into the true version of themselves. In the ‘Infected’ music video we bring this
to life by visually displaying this transformation as free, loving, dancing, singing creature who only wants
to party, love and drink cold beverages. Which sounds like music to my French ears...”
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