Post by Guglielmo Dario Bertinato

What happens when you create the right moment… and then let people make it their own? Last Saturday in #Boccadasse (Genoa), we set out to do something simple: bring energy to one of the city’s most iconic and beloved places. Not directly on the #RedBullCerroAbajo course, but in a picturesque seaside village that holds a special place in Genoese life—recently rediscovered and amplified by social media as a symbol of authentic, shared experiences. A “Water Party,” co-created with an incredible network of partners and locals. The entire borgo activated. Music, smiles, #RedBull in every corner. From the sea to the beach, a flow of energy that kept growing as the day went on. And then… something we could never have planned. A woman from her balcony asked for a song. The DJ played it. And suddenly, the entire beach started singing together. No scripts. No stage directions. Just people. One moment, shared by hundreds… that in a few hours reached millions. A video shot by someone in the crowd went viral—2M+ views in just a couple of hours. Picked up by major national media. But more importantly, it captured something real. Because the most powerful experiences aren’t built only with production, formats, or branding. They happen when you tap into emotion. When you become part of people’s lives, not just their attention. When a brand becomes a facilitator of connection, rather than the center of it. That’s when magic happens. Grateful for everyone who helped turn an idea into something people will remember far beyond a single event. 🙏 Special thanks to: Euphoria, CIV Boccadasse, il team di Sei Fuori, DJ Damianito, to all my Musketeers ⚔️ Christian Bindi, Umberto Re, Davide Borghi, Matteo Maranini, Simone Saccomanno, Andrea Vincenzo Campagna, @Francesca Pacei, Stefano Costelli, Riccardo Bello, Edoardo Ermanni and Rebecca Oggioni, Federico Lovo, Francesco Scarcia #Experience #MomentsThatMatter #BrandExperience #RedBull #Connection #Events #Emotion https://lnkd.in/e9wcWFxn