Riding on a natural behavior of its audience, Beck’s created Urbeck’s Festival: a music festival for people with an explorer spirit and an open mind. Built with the brand’s community, it culturally reoccupied “sleeping” places in six capitals, inviting them and whoever was there to wake up. The festival was a series of interactive experiences of music, art, performance and technology. From an airplane graveyard in the film to an abandoned factory for the wrap party, the whole campaign set out to awaken sleeping places and people.