Dance before work
We brought Daybreaker's sober morning dance party to Latin America: nine editions in Buenos Aires, from 6 to 9 a.m., with Nike, Colchón Box and Reebok on the dance floor with us.
“The best party of the week started at six in the morning and ended in time to get to the office.”
Overview
Daybreaker started in New York in 2013: a party at the crack of dawn, with no alcohol, yoga, dancing and a community that hugs you at the door. By 2017 it was in more than twenty cities, but not in Latin America.
We became its licensed producer for Buenos Aires. On November 22, 2017, on the WeWork Torre Bellini rooftop, we threw the region's first edition: one hour of yoga, two hours of dancing and a bar of juice and fruit instead of drinks.
Over two years we produced nine editions, each with its own theme and venue, and brought in brands that understood the ritual: Nike, Colchón Box and Reebok, which joined us for three mornings.
Execution
A SCRIPTED RITUAL
Every edition ran minute by minute: doors at 5:55 with hugs and live music, yoga at 6, dance floor at 7, a surprise every fifteen minutes and a closing with intention cards before 9.
A NEW VENUE EVERY TIME
A downtown rooftop, Patio del Aljibe, the Nike House of Go, the Palermo racecourse and Palacio Piccaluga. Changing the stage was part of the promise: nobody knew what the next morning would look like.
WOW MOMENTS
Drums and horns in the middle of the crowd, aerial hoop acrobats, silent disco, confetti and balloon drops, a glitter station and a bazaar of local wellness brands.
BRANDS INSIDE THE PARTY
Nike closed its House of Go with yoga, a run through Palermo and a silent party. Colchón Box got its Pajama Party. Reebok dressed the yoga for three editions, with its own mats and kits.
A COMMUNITY THAT COMES BACK
Eventbrite ticketing, emails to the list, a local Instagram, and photos and an aftermovie for every edition, so the morning kept traveling after 9.
Results
In two years, Buenos Aires got its own party morning, with a community that kept coming back and brands asking to join.
9
Editions in Buenos Aires
3
Brands on board: Nike, Colchón Box and Reebok
300
RSVPs for One Love, sold out
280,000
People reached through press and social with One Love
- Daybreaker's first edition in Latin America.
- 300 Reebok mats for sunrise yoga at the Palermo racecourse.
More mornings
The close of the Nike House of Go and the Pajama Party with Colchón Box.
More work
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