LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
LOY. Agency established Generali as Presenting Partner of the Swiss Music Awards and created Lion Kids – a cultural format that brings together music, courage and purpose. A collaboration that redefines what brand partnerships can achieve.
– Partnership Strategy & Matchmaking
– Strategic Concept Development
– Format Design & Story Activation
– Brand & Talent Relations
– Cultural Brand Consulting
The Swiss Music Awards sought a meaningful partnership that could go beyond visibility. Together with Generali, the idea was to turn music into a cultural statement – reflecting shared values of courage, optimism and community. The goal: create a format that builds emotional connection and long-term relevance.
LOY. Agency conceptualised Lion Kids as an independent format within the Swiss Music Awards – a platform for young voices to express creativity, confidence and collaboration. It turned brand storytelling into cultural engagement. LOY. Agency led the strategic development, creative direction and integration of the format into Generali’s broader brand communication.
Lion Kids transformed the partnership into a cultural commitment. It became a defining part of the Swiss Music Awards and positioned Generali as a brand that doesn’t just sponsor culture, but shapes it – with meaning, responsibility and resonance.
