At the 2024 edition of Rock in Rio Lisboa, NOBRE chose a bold and memorable presence, partnering with I AM Events to bring to life an innovative, high-energy stand and brand activation.
The stand’s creative concept was inspired by the universe of the TV show “The Floor is Lava”, challenging visitors to overcome an interactive obstacle course where the true stars were… the NOBRE products themselves!
In close collaboration with the client, we defined the creative concept and invited our partners at Feeders to develop the architectural and visual project.
The 3D mock-ups and technical drawings served as the foundation for the stand’s construction, which was delivered exactly as envisioned — through a coordinated process, faithful to the original design.
The space included:
• An obstacle course featuring NOBRE products as the main elements (Unstable Omelettes, Sausage Roll, Ham Climbing Wall, among others)
• Live tastings, with the presence of a brand-affiliated Chef
• A giveaway area for participants who completed the course
I AM Events was responsible for the full production and coordination of the activation, including:
• Alignment meetings with the client and the festival organisation
• Submission of the project on the Rock in Rio platform
• Recruitment and management of teams: promoters, host/speaker and technical production
• Production of customised giveaways
• Planning and supervision of stand set-up and dismantling
• Logistical coordination of the tasting area
• Accreditation of all teams involved
This was a vibrant brand presence where entertainment, flavour and close interaction with the audience came together to create an unforgettable experience.
NOBRE’s activation at Rock in Rio Lisboa 2024 proved to be a true success in the field of promotional events, achieving high audience engagement and reinforcing the brand’s positioning in a creative and authentic way.
