The main concept of the campaign is a promotion of a collaborative tour of The Weeknd with Drake. A joint tour means double power. This tour will lead to more engagement and excitement from people rather than a single tour. It is also a great opportunity for The Weeknd to widen the audience by gaining more listeners, and to get new people familiarized with his songs.
Visually, the poster merged the visual style of The Weeknd’s Dawn FM with Drake’s OVO branding to create an expressive North American tour campaign.