From Dusk Till Dawn at Best Kept Secret 2025
Brand & Goals
fritz-kola set out to launch its new cultural platform, fritz-kolab—a stage for artists that bring real cultural value to festivals. The goal was to go beyond a typical brand activation and create something that genuinely contributed to the artistic and cultural identity of Best Kept Secret.
Activation & Execution
In collaboration with visual artist Victor Verhelst, fritz-kola presented From Dusk Till Dawn—an immersive projection artwork that transformed the festival experience. The installation featured two custom-designed containers placed by the water near stage The Floor, combining a bar, live merch activation, and a showcase for Verhelst’s visual work. The result was a multi-sensory experience that seamlessly blended with the BKS pillars of music, food, and culture.
Results & Learnings
The activation stood out as a cultural highlight of the festival rather than a commercial presence. By creating an artistic experience instead of traditional advertising, logo-slapping or giveaways, fritz-kola strengthened its position as a culturally conscious brand and left a lasting impression on visitors.
This collaboration demonstrated how Best Kept Secret and its partners co-create meaningful experiences that enrich the festival’s DNA—proving that when brands invest in culture, audiences respond with genuine engagement and appreciation
