Dani Fernández – a Spanish pop artist, composer and singer – launched his first album after two years of hard work on 24th May. The album, called Incendios (translated as Fires), has a meaningful message: it contains 10 beautiful songs, in which the artist has aimed to express the different phases of life that he has gone through. He stated that his key learning was the following: “It is not where I want to go, but where I don’t want to go”.

For the release, we wanted to focus on the album title and on his key learning mentioned, so we created a site where fans could write all the bad things that they wanted to let go or leave behind (memories, obligations, someone…). These bad things were converted into virtual items (note pads, teddy bears, photos) together with their respective individual messages and were placed into a common virtual bonfire. After a couple of weeks, he made an Instagram Live in which the site “burned down” leaving in ashes all those bad things that were shared.

In total, 3,054 people participated in the action, and more than 500 followers joined the virtual bonfire.

In order to continue spreading the “fire”, we built a physical mailbox which will go with Dani Fernández on his tour all around Spain. Everyone attending his concerts will be able to participate, leaving behind all those bad things by writing them on a piece of paper and throwing them in the mailbox. All these papers will be transformed into confetti and will be spread all over the place during the last concert of his tour.

Moreover, we organised an event for the album presentation with media and influencers, where we gave each attendee a personalised candle with different parts of songs from the album.