A new music festival, Ural Music Night, took place in Ekaterinburg, a large city with a population of 1.5 million people. It was important to create a playful, seamless platform that speaks to different audiences in a unified voice. The idea of a campaign was inspired by the old Soviet technology that uses visual codes for sound synthesis. This technology was re-created in a modern way so that any medium can be heard with a special mobile app called ‘MusicNight’.