Life is one big, beautiful furry dance party in this mesmerizing music video from A-B InBev, promoting the company's exclusive sponsorship of electronic music festival Tomorrowland. Created out of Wieden & Kennedy, Amsterdam and directed by Canada, the three-minute clip is set to the original track "Infected" and shows a young, attractive crew heading to the music fest.
There, they find a crowd entranced by the music played by the DJ on stage. As he throws down one mix, puffs of smoke descend on the onlookers, who one by one become "infected" and transform into gorgeous, delicately hairy dancing creatures who go on to spread their fever to office buildings, a skate park, bowling alley and even Times Square. At one point, even a Bud bottle gets the furry treatment.
The original song was produced in collaboration with Dutch DJ/Producer Tiesto and L.A. DJ/Producer JAUZ. The music video debuts today and a 30-second cutdown will also air online and on broadcast in select markets. TIesto will also perform the track live for the first time at the main stage of Tomorrowland's Belgian edition, which takes place July 22-24.
W+K Amsterdam Creative Director Thierry Albert said in a statement, "Tomorrowland unites the world through a love of music. It brings together completely different people with completely different lives from completely different corners of the world. And this is when the magic happens. The festival transforms goers into the true version of themselves. In the 'Infected' music video we bring this to life by visually displaying this transformation as free, loving, dancing, singing creature who only wants to party, love and drink cold beverages."
The campaign also includes exclusive experiences at Tomorrowland's "The Brew District," which features 24-7 open bar, food and boutique glamping huts. Exclusive events are set to take place in 25 other markets.
"As a global company engaging with an evolving and connected global consumer, our ambition is to create memorable and meaningful moments for and with them -- whether that is providing them access to new music from their favorite DJ, money can't buy experiences or simply elevating their beer experience on-site -- we believe that consumers will be more engaged if we provide value back to them," said Lara Krug, AB InBev global director, experiential marketing in a statement. "AB InBev believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe."