The Emirates Airline Dubai Jazz Festival is an 11-day annual gathering of world-renowned jazz musicians. Welcoming fans from all over the Emirates, the festival boasts an impressive lineup of main stage events, backstage experiences, VVIP treats and of course - incredible music.
This year, the festival experience was further enhanced with a beer garden (including a sideline stage), F&B and even an arts centre. Main sponsor Toyota added another dimension to the event with a series of activations, giveaways and light-based interactive displays which brought the concepts and elements of jazz to life.
Pico provided a full turnkey activation of this event for Toyota: from campaign conceptualisation to design and build, creating a conventional yet hip image which broke down boundaries between Toyota and jazz music. Creating a KTV ‘concept stand’ and using advanced technology in an open concept festival setting were just two ways in which we cemented the link between Toyota and this free-form innovative music genre.
The event was held in Dubai, close to the edge of the desert, and weather played a large - and unwelcome - part in our preparations. However, the strong winds, flying sand and chilly late nights had no effect of the dedicated Pico production and accounts teams. As with many projects, once the scope of work was confirmed, there was minimal time to deliver the project, but with tight, highly organised teams that were able to look 10 steps ahead, the production and delivery of the Emirates Airline Dubai Jazz Festival went off without a single wrong note.
“The continuous support we get from Pico is heartwarming. Aside from the creative and outstanding production work, the accounts team is simply the best - thank you Pico.” -Kelly Allison, Account Director, Gmasco Communications LLC
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