Life Is Beautiful

Life Is Beautiful (LIB) is a different kind of festival — both a “for good, for, profit” experience and a multi-pillar event that combines food, music, art, and learning to celebrate the way life is meant to be lived. LIB’s assignment was for us to articulate the brand in a way that communicated what it was and what it stood for.

“This feels like a dream I had many, many times last year,” said Billie Eilish to the sold-out crowd as she closed out Life is Beautiful 2021.

“I don’t know about you guys, but this is my first festival back, and I just want to say it feels f*cking good,” — Tame Impala frontman Kevin Parker at Life is Beautiful 2021

Our Work

Crossbeat developed brand positioning for the master brand and led marketing efforts for the festival, including media, PR, grassroots, digital, social, and strategic media partnerships.

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How We Contributed

Brand strategy
Senior marketing leadership
Sponsorship activation
Digital media
Social media strategy
Experience mapping & design
Comms planning

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Over 180,000 fans attended the Life Is Beautiful in 2021!

Results

LIB saw a 500% increase in their social following, along with 261 million impressions and nearly $1.2 million in ticket sales.

crossbeat

Life is Beautiful

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