"More people will come to Argentina to try asado than to dance the tango." It's just a more interesting and fun thing to do. We learned from the famous German Oktoberfest that they owned beer just like the French owned Champagne and we owned meat. We designed an entertainment festival called "Asado Fest" around the food and drink that make us who we are: "meat" and "wine."
The first edition opens with three events:
1. Launch and press photo for cows in the Obelisk.
2. Citywide Asados: Grills symbolize neighborhoods.
3. The Main Event of a Three-Day Rural Event the major party, The Celebration.
The Asado event was scheduled for April 12, 13, and 14. The 4- to 6-hour activity cycle was designed to be an organic and multi-sensory route, considering queuing and eating times. Different resources are employed to keep participants surprised and guide them through a pleasant day of exploration filled with eating.
After working on the festival for more than a year to get rights, media partners, and design proposals for more than 50 brands, it couldn't be done.
Credits
Together with Peet Pienaar I founded Asado Fest. Peet Pienaar: Creativity and Art Direction. Branding and Ilustrations by Peet Pienaar.Branding and Ilustrations by Peet Pienaar. Creative Producer: Máximo Bustillo.
We made 100+ custom offers to partners, sponsors, and suppliers. We built a strategic network of vendors, companies, performers, and media partners.
Main institutions and brands that support us: Ministerio de Cultura y Comunicación, Improtur, IPCVA, Ab-inbev, Grupo Peñaflor, La Cabrera, La Brigada, Molinos Río de la Plata, Catena Zapata, Personal, La Caja Seguros, Las Marias, Costa, Havanna, Cabrales, Clarín, La Nación, La Metro, ProEnter & More.
