RAS Festival – a new internal project of Ringier Axel Springer Poland
RAS Festival is a new event series for Ringier Axel Springer Poland. It is the first joint event for employees after nearly a 3-year hiatus due to the pandemic. We developed the concept in collaboration with the client and ensured comprehensive project execution, which is intended to be a recurring format integrated into the employer branding strategy of the brand in Poland.
The first edition took place on June 9 in Warsaw, with 1,200 participants. The goal was to bring true festival emotions to a live experience within the organization. The project also provided an excellent opportunity to introduce employees to the changes in the visual identity, naming, and logo of the brand. These changes were implemented a few weeks ago, and the festival—through numerous touchpoints such as various branding elements throughout the event space, festival t-shirts, stickers, and reusable cups that attendees could take home—created a great opportunity to reinforce these elements, allowing the brand communication elements to translate into the newly created festival brand. At the same time, it was strongly connected to the color scheme and dynamics of the company's new visual identity.
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The key element of the event was a concert, realized in the form of unique meetings between stars on stage, accompanied by dedicated multimedia presentations. The language of these presentations, created specifically for the project, illustrated each song individually, creating a cohesive narrative embedded in the festival's identity. The star of the evening was Krzysztof Zalewski, who was joined on stage by guest performers Daria Zawiałow, Vito Bambino, Natalia Szroeder, and CeHa Joint, which included Janek Stanisławski from Ringier Axel Springer Poland alongside Sidney Polak and DJ Praktyczna Pani. An additional attraction was provided by two stages—a Silent Disco featuring three types of music and a karaoke stage called "Become a Star Tonight." The narrative in the event space was continued through art installations and neon lights, which used quotes from Polish music to comment on contemporary reality and the world of Polish media. Some of these installations served as additional Instagram spots for participants, all aimed at placing them at the center of the festival experience.
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