The purpose of this assignment was to make an activation for B&O PLAY on the danish festival 'Heartland' in 2017. 

After a research of B&O PLAY and Heartland Festivals target groups, the group could collect the data and find the sweet spot between the two groups. We found two key insigts that was essential for our solution. First one is that the main target group wants to have live experiences. When they go to a festival, the activities should be in the present and not recorded like a podcast etc. Second one is that they want to be involved in the activity. Co-creations and debates is some of the things they love to experience. 

With that in mind we created a B&O PLAYGROUND as our solution. By stepping into Heartland Festivals artistic and magical univers and combining it with new music technology, we created a music lounge area where play and creativity is essential.

This video is meant to be an appetizer, and is created by me. I have made the beat with a launchpad app and the drawings is by Aske Simonsen. ( https://dk.linkedin.com/in/askesimonsen/da)