After a lot of effort, we created the ultimate concert story that exceeded any classical advertising campaign. With an extreme need for the halo effect, it gave birth to a colourful »Universe of joy« and caught the curiosity of consumers. We followed the principle of innovation, grace and sophistication, so a unique event with the world's best virtual band The Gorillaz Sound System with a wide range of popular Slovenia musicians – DJ Radyo Yo, Billys, Murat and Jose and Siddharta – was the only logical answer to Telecom's service offer.

Gorillaz Sound System is the title of the project and yes, it is directly related to one of the most innovative pop-culture phenomena of the last decade, the visual band Gorillaz.

After a long battle with time and bureaucratic trouble, we managed to obtain the appropriate permissions for the first ever closure of the main street through the centre of Ljubljana in the history of the city – the ultimate concert location in front of Telecom’s building. We implemented the project in record time (one month) with 150 team members.

Because of the dynamic location, we created a visual excess with hi-tech projections on the nearby buildings, we had to remove and re-install 15 flagpoles and 40 parking metres and had to divert tour busses during the Friday rush hours.

The modern audio-visual hi-tech attraction Gorillaz Sound System were able to delight a crowd of 30,000 individuals, while 10,000 more were watching the concert on a live-stream.