The Grendene Sales Convention is an event that presents the novelties of all the company’s brands, including Grendene Kids, to representatives, distributors and other stakeholders. After two years of online editions, the event is now back to a face-to-face format. To celebrate this return, we developed an event with the Grendene Kids face: joyful and fun. Therefore, we created the Grendene Kids Festival, a thematic event that transformed a business convention into a real music festival.

Goals
We wanted to celebrate the return of the face-to-face event, the gathering of people, the exchange of experiences and ideas, but above all, our goal was to create an event that would capture the attention of the attendees and highlight the brand amidst so many presentations. At a convention, as important as the message is the way it is delivered. The biggest challenge was to find a creative way to do this successfully. During the restriction period, the big musical events were sorely missed. Adopting this theme was also a way to make the public identify with this revival and feel part of the show.

Process and results
The project involved everything from the composition of the festival theme song to the ambiance of the stages. Everything to make the experience as close as possible to a festival.
The visual identity of the event was designed to be vibrant and joyful and was built from colorful and striking illustrations. Characters were also created to personify the essence of the campaign and were present in all the event’s contact points. In addition, the idea was to make the convention content lighter and more fun. Therefore, we opted for a relaxed way that proved to be very efficient in presenting the brand’s licenses as the real stars of this show.