Bonsai

Building a Golden Community

Spearheaded by Defiant, we crafted Bonsai’s “You Are Gold” campaign, transforming music festivals into spaces of financial empowerment and community building. Aimed at Gen Z and millennials, the initiative went beyond promoting an app to create a movement that truly resonated with festival-goers.

Through interactive challenges and mindfulness sessions, we:

● Seamlessly integrated Bonsai into the festival experience, blending collective fun with financial literacy.

● Increased user engagement with a 146% growth in new members and a surge in app downloads pre- and post-festivals.

● Helped Bonsai become the first brand to reach an official festival timetable.

Because community growth is golden.