Rest and Reset

Beats approached gal-dem with a brief for the New Year, they wanted to re-brand the classic cliche of New Year, New You. Beats wanted a series of social content pieces rooted in giving back to the community and challenging digital fatigue as we entered another lockdown. We brainstormed about what the new message could be for 2021 to inspire and bring joy to people. We wanted to spin New Year's on its head - sometimes it’s not about the new, sometimes it's about finding space to honour and respect wellness, comfort, stability, and security, especially after the wild year we had endured. With 96% of gal-dem’s readership expecting greater care for consumers during the pandemic, and 44% looking for content that soothes and supports out of brands and publishers alike, gal-dem and Beats teamed up to produce digital festival, Rest & Reset Fest to see in the New Year.

Over the course of 3 weeks, digital attendees were able to safely enjoy the free events all catering to the best practical and restorative techniques to rest and reset for the new year. We sold out on most ticketed events within 10 days, despite launching in between the Christmas and New Year period and we saw an 119% average attendance rate across all events.

Our workshops and classes covered 3 weeks full of practical and enriching content. The workshops ran in 3 themes: spirituality & wellness to provide self-care tips and tricks that don’t break the bank; stability & resetting to provide tools to root people with career and financial advice; and culture & joy to close our festival with good vibes and good fun.

Project Tags

Companies

Beats by Dre
- Music

Skills

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