Well, firstly it felt busy. While not quite battling the crowds or fighting your way through levels, it was certainly busy enough to make it a slog to get from one end to the other. As it should be. And the lines for content were at times impressive.
None more so than that of Liquid Death, which saw massive numbers show up at the Rotonde Stage to hear how it took an entertainment-first approach to brand-awareness and brand-loyalty.
And with much talk before the festival about an expected low turnout from brands and agencies, understandably looking to scale back spend, it was encouraging to see.
Once inside the festival, the content was a mix of the refreshing and the slightly predi
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