Pro Force Park

Piracanjuba needed to relaunch its protein line, Pro Force One, speaking to a younger, more active audience riding the wave of protein products and deeply immersed in festival culture.

That audience lives a paradox: they want to live intensely, but they also feel overwhelmed and crave micro-moments of joy and pause amid the chaos. We saw this "disconnect to connect" trend emerging globally at festivals like Coachella and Primavera Sound, and São Paulo, the city that inspires The Town itself, was already living it through its parklets, small gathering spaces replacing what used to be parking spots.

We translated that same logic into the festival, creating Pro Force Park: a space with its own identity inside The Town's "ephemeral city," designed for each person to move at their own pace. The umbrella concept became "living at your own pace is a sport."

The brand activation debuted at The Town, focused on brand recognition, positive experience, and competitive differentiation.

The concept worked so well it was replicated months later at Rock in Rio, and the activation won the award for best activation within the festival.