Sprite x Amsterdam Dance Event
Amsterdam Dance Event (ADE) is the world’s leading conference & festival for electronic music, luring over 500.000 music enthusiasts from over 146 countries to the Dutch capital in the third week of October. As part of its partnership team, I created a campaign, activation, content strategy and content for Sprite.
Coca-Cola’s soft drink brand was partnering up with ADE University, an outreach program that aims to inspire and educate both Dutch and international students who aspire to be the music professionals of the future. In line with Sprite’s slogan Fresh Yourself, we created an activation that was twofold and revolved around a simple question we asked the students: Would you like to future fresh yourself?
To give 2019’s cohort of young talent a leg up in the job market during their three-day curriculum at the Generator Hostel, we hosted a series of panel talks called Future Jobs (moderated by Billboard), in which industry trailblazers helped students forge their own path in the industry by grabbing up jobs - Virtual Concert Producer or Chief of Algorithm, anyone? - you couldn’t think up just a decade ago.
The second part of the programme was filled with a so-called Refresher Course. Students could enrol in a one-hour, up-close and personal resume refresh in which portrait photographers, HR professionals and a career coach made sure they stood out during their next job application by giving them a brand new headshot, portfolio and resume reviews, and helpful tips to steer them through their next job interview.
