Costa de Caparica will host the Sumol Summer Fest, in 2023, for the first time. NERVO was responsible for its strategy and creativity and A MÁQUINA was in charge of the production.

The new edition of Sumol Summer Fest starts tomorrow, at the Inatel Camping Park, next to S. João’s Beach, after 13 years at Ericeira Camping. The festival remained next to the beach but took the opportunity to grow, adapting to the conditions of the new location.

“É o que és” returns as the festival’s concept, designed to highlight the acceptance of its audience’s individuality in a celebration that aims to be collective.

This year, the brand’s main activation shows all visitors that they will have space to meet, in a fun skill challenge where they will have to build their profile based on personal objects spread across lockers. At the end of each challenge, each participant will have built a different persona, proudly represented among the others, thus materializing the association with the “Orgulhosamente Sumol” campaign.

In addition to this activation, another great novelty is the inclusion of urban art as a form of personal and artistic expression, which now takes on a new dimension at the festival.

“During the moving process, there was a need to rehabilitate some infrastructure in the new location. One of them was the building supporting the bathrooms and changing rooms, where there was an imposing mural by the artist Gonçalo Mar, already in a dilapidated state. In the context of the festival, we invited him to be the ambassador for the restoration of his work, together with the artist with local roots PITANGA, challenging Sumol fans and artistic school communities in the area to paint a new sketch for the facade in a challenge which we called “Ganda Lata”. From the entries received, four emerging artists were selected to be part of the entire conceptualization and execution process of the new work that opens tomorrow.”, reveals Miguel Pires, NERVO’s Creative Partner.

There’s more: the VIP Space was increased compared to the previous year, with a sunset floor being created to welcome the brand’s guests and also integrating a corner for the #sumólicoscomhistória platform, where Sumol’s followers take center stage. This structure also became part of the merchandising and press areas. The bar, tattoo area, and make-up spot (in partnership with Quem Disse, Berenice?) continue to be part of the space.

“The change of location was the biggest challenge we were asked to respond to. When a festival of this size changes location, we need to adapt the event’s imagery, which was built over the years, to a new venue. Always with the spirit of adding value and surprising those who come and return to the festival every year”, adds NERVO’s Managing Partner, Tiago Tarracha.