DESERT ROCK Festival Organizers Turn To TBWA-RAAD For Image Revamp

January 5, 2009

Center Stage Management (CSM),which organizes the annual Dubai Desert Rock festival, turned to the most creatively recognized agency, TBWA-RAAD, to contribute their expertise to the festival image revamp for its sixth and heaviest edition, held on Friday, March 6, 2009 at Dubai Festival City, United Arab Emirates. TBWA-RAAD immediately thought of contacting Christian Lorenz Scheurer, the concept artist/director behind "The Matrix", "The Fifth Element", "Final Fantasy", "Titanic" and video game "Lord Of The Rings - Return Of The King", to name a few, who was very enthusiastic about the project.

"Approaching TBWA-RAAD was a crucial element of the strategy to revamp Desert Rock Festival's image, reflecting the uniqueness of this heavy metal festival," explains Mathilde Montel, PR & Marketing Manager of CSM. "This year Desert Rock will be a one-day festival; CSM has chosen to dedicate the festival to heavy metal, rewarding its loyal fans by celebrating the genre. Over the years, we noticed the strong influence of heavy metal in the region and 2009 will focus on what the majority wants to come and see perform live."

Christian came on board because he felt the theme of the campaign "Metal Lives" was "really cool and worthy of international work." His artwork shows the heart of a living metal monster representing Desert Rock Festival, with the lineup printed on top: MOTÖRHEAD, ARCH ENEMY, OPETH, CHIMAIRA, AUGUST BURNS RED, NERVECELL and two unsigned bands from various competitions (to be announced end of January). Another design will be downloadable as a desktop wallpaper only.

For more information, visit www.desertrockfestival.com.

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