On behalf of Telekom Slovenia, the leading Slovenian provider of telecommunications solutions, we organized “THE EVENT” of autumn 2009, named the Universe of Joy. We coloured the heart of Ljubljana with the ultimate concert spectacle. In Slovenia at that time, there was no ready-made concert venue for more than 10,000 people that could be used for this purpose, so we decided to be even more innovative than last year (the Universe of Joy with the Gorillaz Sound System):

• To combine branded content and live experience – an effective campaign for the client
• To ensure the preservation of urbanity and this prestigious location in the city centre, we changed traffic arrangements and transformed the site into a perfect and unique concert location.
• Visual fascination provided added value – a WOW stage layout with an original and logistically complex concept.
• The event itself required a working team of more than 500 people working on the project for almost three months, which in context of Slovenia’s population, is an achievement by itself.

The audience was warmed up with a wide range of popular Slovenian musicians, such as Glam, Fusion POP, Zlatko, Leeloojamais, Maya, Neisha and Siddharta. The evening star was British soul diva Joss Stone. The performance of this barefoot singer was amazing, as the ecstatic audiences would most definitely agree.

The festival successfully attracted more than 20,000 participants and more than 12,000 live-stream viewers, which represents more than 10 percent of the capital’s residents. We delivered an unforgettable experience and strengthened the sponsor’s reputation.