"Dayglow", one of the most popular electronic music concert tours in the world, recently announced a new tour in conjunction with the recent name change for the brand. Now called "Life in Color", the event organizers felt the new name more accurately captures the high-octane excitement and spirit. With bigger DJs and more paint slated in the upcoming performances, the company also felt "Life in Color" packed a stronger punch as the festival expands into the international market.
The above video is the first trailer launched to promote the brand's name-change from "Dayglow" to "Life in Color". As a consumer who has attended one of the show's before, the video effectively conveys the festival's overall high-energy atmosphere. However the beginning of the trailer, which follows streams of neon paint as they flow down a bustling street, drags too long; comprising about 1 minute of the video's 2:35 runtime, I think the time could have been used more valuably with more shots of the paint's usage during the show. After all, the music and on-stage entertainment are secondary to the unique splashes of paint out into the crowd. Highlighting what makes the brand unique will further catapult the event it into broader international markets.
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