live Nation

Global Tour Announcement for The Weeknd

953M

Reach

8.8M

USD AVE

10M+

Potential Audience Reach

111+

Pieces of News Content

CHALLENGE

The Weeknd aimed to announce his global “After Hours” tour in a way that stood out amidst a landscape dominated by CGI, AR, and AI. The challenge was to create an authentic campaign that would resonate with fans and attract organic media attention.

INSIGHT

Recognizing the desire for raw authenticity, we devised a guerilla-style campaign that leveraged surprise and creativity. By focusing on the element of surprise, we could generate excitement and buzz around the tour.

IDEA

Create the world’s biggest gig poster. Over two nights, we executed a full-scale projection mapping on the heritage Nylex Tower, revealing subliminal messages about the tour only after hours. This innovative approach captured the world’s attention, making the announcement an unforgettable experience for fans.

The Weeknd Tour Announcement