SxSW: An Activation of Culture

2017 marked the 30th anniversary of SxSW, an annual multifarious festival celebrating film, interactive media, music, and conferences that take place in mid-March hosted by the city of Austin, TX. What started out to be a focus on independent music and art has branched out to represent the ingenuity of all creatives. Advertising continues to represent the sponsorship of such talent, taking form in every consumer touchpoint from out-of-home marketing to intricately planned activations that showcase not only the diversity of brilliant ideas, but the endless contexts with which strategic thinking plays a key role for shaping our culture and economy.

 Program for first South By Southwest Festival, c. 1987.

Program for first South By Southwest Festival, c. 1987.

 Setting the stage for successful festivals to come, and inspiring many more.

Setting the stage for successful festivals to come, and inspiring many more.

 The first South By Crew, which helped countless creatives come together for a festival that has only grown and evolved in scope and cultural relevance. Check out more history at  SxSW . 

The first South By Crew, which helped countless creatives come together for a festival that has only grown and evolved in scope and cultural relevance. Check out more history at SxSW

The Year of VR and Social Change

This year's SxSW Luna Gamechanger award goes to First Match by Olivia Newman, a narrative that centers on female perseverance in the face of great odds in a coming-of-age wrestling film.

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This is a still from a 2018 Oculus film that debuted at this year's SxSW titled "The Evolution of Testicles", which is a compelling VR film created by director Ryan Hartsell for the Male Cancer Awareness Campaign. This is a great example of how VR can be used to generate empathy for social change, revealing the positive impacts of technology. More here.

 The  NBC Sports Lounge at SxSW 2018 , representing continued excellence in brand experience, activation, and engagement.

The NBC Sports Lounge at SxSW 2018, representing continued excellence in brand experience, activation, and engagement.