Any Thai student’s school break is not fully spent if a trek to Big Mountain Music Festival is not made. BMMF is Thailand’s biggest music festival. Every year the festival grows more daring in both colors and size. Branding for BMMF is another exciting challenge “mad” welcomes with open arms for its need for new ideas and innovations in presentation to draw in new target market and retain old ones. In its 5th annual incarnation we conceptualize the festival’s theme to be entity that is bigger than ever and never before seen. The tagline produced from that concept, which became the talk of the town, is “It’s so biggggg.”. We showcase thematic variety on every stage, all created under the feel-good nostalgia of Thai retro chic. The satisfying proclamation of “SOLD OUT” during early ticket sale phase was overwhelmingly rewarding to all our team.