Interview: How Absolut is using art to redefine festival sponsorship

For most festivalgoers, Tomorrowland is about the music, but for brands, it also poses as an opportunity to earn attention from more than 400,000 visitors at one of the world’s most visually creative festivals.
However, as festivals evolve it is becoming increasingly difficult for brands and retailers to stand out. Recent years have seen a shift from simply branded bars and product sampling, particularly among younger audiences who are seeking experiences they can actively take part in.
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