How do you make insurance relevant for a younger audience? AG Insurance wanted to move beyond traditional communication and create a meaningful connection within a community where protection naturally matters.

The challenge was to develop an activation that felt authentic to the festival environment while introducing the brand in a useful and memorable way.

Together with AG Insurance, CityCubes brought “Protect the Sound” to life: an activation centred around one simple idea: protecting the moments people love.

Instead of creating a traditional branded giveaway, we designed an experience around reusable earplugs that visitors could immediately use during the event. The activation blended seamlessly into the festival atmosphere, offering a practical solution while reinforcing AG Insurance’s message of care and protection.

From concept translation and production to on-site execution, CityCubes ensured every detail matched the audience, the environment, and the brand’s purpose.

“Protect the Sound” transformed a simple product into a meaningful brand interaction. By becoming part of the festival experience rather than interrupting it, AG Insurance created a genuine connection with a younger audience and showed that protection can be both relevant and engaging.