European Events Annual 2014 by ADC Group

European Best Event Awards 2014

4째 ed iti on

[editorial]

The stars have looked upon us and guided us “Stars make us imagine new adventures and new discoveries. They show us the way, protect us and make us brave. Event stars shine in the Elephant constellation, the same stars that have been able to turn dreams into reality”. (from “The stars look down”, by A. J. Cronin) Please forgive the poetic license. The text above, which I wrote, was proudly displayed in the beautiful location of the Hotel Barceló Renacimiento in Seville, which hosted the first edition of the EuBea Festival - The International Festival of Events and Live Communication, organized by ADC Group - on October 23rd and 24th. In reality, such message was more of a wish. Indeed, the challenge to the international events’ industry was very ambitious, one for which we might want to invoke the beneficial influences of the stars, and in particular those of the constellation of the Elephant, symbol of luck for both Bea and EuBea. Having the most authoritative representatives of both event agencies and investing companies to converge in the heart of Andalusia was no easy task. Just as it was not easy to involve twenty of the most esteemed speakers at an international level. Add, finally, moments of spectacular entertainment, which gave everyone the

opportunity to really appreciate the culture and the culinary tradition of Andalusia, as well as creating the ideal setting for important networking opportunities. To quote the famous novel by A. J. Cronin, the stars looked upon us and guided us. EuBea Festival was a success across the board: 400 delegates from 22 countries, a 60% increase of projects registered for the award, 20 internationally renowned speakers and a jury, led by Klaus Andreas Span (Executive CoE Product Management & Business Development - IBM Power Systems Emea), of 20 professionals belonging to the most prestigious companies across Europe. Such numbers speak for themselves. However, there is a formula behind these numbers: an ‘X Factor’ styled live presentation of all shortlisted events, expression of Europe’s finest creativity; interaction between speakers and audience; networking among delegates. Three features which, in turn, generated other events. In short, the EuBea Festival is an unmissable container of events, one of its kind on the international scene. This 4th edition of the European Event Annual, showcases all the projects that competed for the 2014 European Bea podium. Salvatore Sagone chairman ADC Group

20 Under the eagis of

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3/05/2007

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20 Association Partners

Media Partners

EXPRESS

Educational Partner

[EuBea 2014 - the jury]

President of EuBea jury panel 2014

KLAUS ANDREAS SPAN

RACHAEL ADDLEY

ELENA ANIELLO

internal communications

brand and strategic mktg

executive coe product

manager

& business development IBM Power Systems Emea

Nestlé

director

After studies resulting in an MA of German and English Studies, Klaus started his professional career in 1990 with Ibm in its German Research and Development Laboratory. Soon Klaus switched to marketing and has since held various management jobs in Germany, Emea and on WW level, mainly in market management and integrated mktg communications. Klaus is a member of Pcma, Mpi, Site, of several advisory boards including Aibtm, Eibtm, Pcma, Imex, Intercontinental Hotels, etc. He has won a series of international event recognitions like the Crystal Site Award.

ANDER BILBAO managing director Club Exellencia

Bertrand is expert in communication strategies. For 15 years managing communication agencies, he advises major industrial and commercial companies. He also led for 12 years the main transversal projects of internal and external communication of the Crédit Agricole Group. Today is president of ANAé (Association of French Event Communication Agencies), co-founder & partner of agency Manifestory. Board member of Unimev (French Federation of Events Industries) and Syntec (Federation of Trade Unions of French companies specialized in professions of engineering, IT services, research and consultancy, recruitment and training).

Graduated in law in 1987 and completed an International Mba in 1989, he became founding partner and ceo of the Group Sörensen in 1990, where he still works. He is the president of the Club para la excelencia en eventos in Spain.

Artsana Group

management

Following studies in Law and French and subsequently Management, Rachael began her professional career in Tns (France). She moved into PR and communications, holding positions with the Bbc (UK) and a UK government agency in Northern Ireland, before moving in 2008 to Ovation Global at its Dublin HQ, and then to parent brand MCI Group, located in Geneva, Switzerland. Rachael held the post of Mci Group Public Relations and Communications Manager from 2011. Mid 2013, she joined the Nestlé Group (Switzerland). Rachael is a member of the Chartered Institute of Marketing (UK) and the Chartered Institute of PR (UK).

BERTRAND BIARD president Anaé

Graduated in International Law, developed her experience in top management consulting companies (Bain, McKinsey, Accenture) and consumer goods companies (Librerie Feltrinelli, Amadori) both in marketing and strategic planning. Managed complex and interdisciplinary projects gaining a wide cross-industry and cross-functional experience in international contexts in strategic marketing with strong consumer centric view. Starting from January 2014 Elena Aniello joined the Artsana Group as brand and strategic marketing director.

[EuBea 2014 - the jury]

BEATRICE CARLI MORETTI

ROESLAN DANOEKOESOEMO

ILKA DZEIK

LUCA FAVETTA

CRISTIANO FIORIO

senior manager global

senior director global events

cross brands communication

head of communication

global event activation

corporate events

and programs

services manager Emea Fiat

Southern Europe GlaxoSmithKline Consumer Healthcare

manager

Hewlett-Packard International

Chrysler

Beatrice started with Archaeological study. After degree, chance and lucky circumstances lead her to Marketing and Communication Master specialization. She then joined the adv and communication world, working 4 years at Lowe network and 8 years at Publicis Milan, with a short parenthesis in the design and furniture business. Starting from 2012, she changed perspective and started working at Gsk Consumer Healthcare as head of communication for Southern Europe. She is responsible for internal engagement and external comms that are related to integrated project/campaign including events, PR and digital PR.

Heineken

Emea

Symantec

International Graduated from Delft University of Technology, Roeslan obtained a Master of Science degree in Innovation Management. After graduation, he was selected to enroll in Heineken’s Commercial Management Trainee program in both the Netherlands and Mexico. After finalizing this 2-year program, he joined Heineken International’s Brand Activation team as international project manager. In 2010, he became Heineken’s global event activation manager here, responsible for bringing to life Heineken’s global sponsorship platforms through brand experiences and events worldwide.

Graduated with a diploma in business administration, Ilka started her career in 1993 focusing on corporate events in the TK and IT industry. Ilka worked for corporations such as Deutsche Telekom, Vodafone/Arcor, Software and gathered a broad knowledge in event marketing by managing several national and international events. Since 2004 she works for Symantec and organizes numerous conferences, tradeshows and other pan-European events such as Vision www.symantec.com/vision or Mobile World Congress and supports the local field marketing organizations as a trusted advisors with her comprehensive expertise.

Favetta holds a Master Degree in PR from Milan Modern Languages University and since 1996 he’s based in Geneva, Switzerland. He has had a significant involvement as a volunteer within the Meetings Industry, having contributed to numerous conferences, industry associations and position papers. He has been member of the International Board of Directors of Mpi and is now part of Mpi Membership Advisory Council. He has been responsible for many different published articles on various dimensions and issues within the meetings industry. In 2006 Favetta received the Jmic (Joint Meeting Industry Council) Unity Award.

After graduating in Business Administration at the International University of Monaco (Ium), Cristiano started working as president and ceo of Fiorio Management, a company he had founded. Then he has been founder, president and major shareholder of Wantacts, president & ceo A World of Events, ceo Alessandro Rosso Incentive, vice executive president Alessandro Rosso Group. He was member of the advisory board of Italian Brand Group. Actually he is holding the position of brand promotion manager of the Cross Communication Services – Emea for Fca.

[EuBea 2014 - the jury]

OLGA FOKINA senior marketing events manager

MARCO FORGIONE EvCom

ceo

Kaspersky Lab

After graduating Master’s degree in European Philology, Olga worked as journalist for music magazines. Than she worked as PR manager at large scale music festivals in Russia: Maxidrom, Wings, Stereo Summer, ect. Career was forwarded as Creative group head at Btl and event area together with managing support of biggest public events in Russia. With a new part as marketing events manager at Sony Music Entertainment Russia Olga has collaborated integrated campaigns in B2B area of the major. Starting from 2010 Olga is part of Kaspersky Lab and to organize breakthrough marketing events all around the world.

After graduating from Lse, Marco worked as Parliamentary Assistant to the then Shadow Minister for Local Government and Urban Policy. Than he became director MarComms at the Landscape Institute. Marco was appointed ceo of Ivca in 2008. In 2014 after leading the merger between Eventia and Ivca he was appointed ceo of the new association Evcom. Marco provides regular insight and briefings for the Bank of England’s Monetary Policy Committee and in Westminster. His role in building links between UK and China has been recognised with his award for International Achievement from the Beijing Creative Industries Association.

ELLING HAMSO Event Roi Institute

managing partner

Elling is a Management Sciences graduate and holds a Ph.D. in Supplier – Customer Relationship Strategies from Manchester University. He was a senior executive in the Norwegian oil and gas industry for fifteen years before funding the industry’s major strategy conference and his own company, which he sold in 2004 to become a consultant in event management and Roi. He has been a member of the European Council and the Research Advisory Panel of Mpi. In 2006, he was ranked 5th among the 50 most influential people in the UK meetings industry and, in 2012, 3rd among the 30 most influential people in the Netherlands.

CARLO HERMES consultant Eni

SIMON KAMSKY regional marketing manager europe Etihad Airways

Carlo has been working in the communications industry for 23 years, focussing on corporate events and important communication projects. He worked in the marketing and communication department of several important companies: British Airways, Olivetti and Enel. In 2007, he was executive director of the ‘World Energy Congress’. Today, he is a consultant for eni, dealing with ceremonies and events. He teaches events management and communication.

Graduated in Management and Marketing at University of Malta, Simon started his working career within the world of tourism and worked in sales & marketing for a leading destination management company in Malta. He then worked for 5 years in a fast ferry passenger company. In 2007, he joined the Malta Tourism Authority as director marketing & promotions for Southern Europe (mktg planning, communication and business development of the Maltese Islands). He has recently been appointed regional marketing manager Europe for Etihad Airways and is based in their European regional office in Berlin.

[EuBea 2014 - the jury]

MICHAEL MUELLER campaign manager corporate marketing

Samsung

Born in 1977, Michael holds an Mba degree in experiential marketing. In 1999 he joined Samsung Electronics Germany. Since 2001 he worked in the Corporate Marketing department on different positions and projects with focus on fairs, sponsorships, events and collaborations. As the Group Leader Experiential Marketing he was responsible for several customer/public events, Ifas, CeBITs, Olympic Campaigns, Motorsport, Football and the Samsung Campaign of the 12th Iaaf World Championship Berlin 2009. He received several awards such as EuBea (2010) and Employee of the Year Europe (2012).

BERNHARD NEUMANN

GIOVANNI PEROSINO

BONNY SHAPIRA leader CiscoLive Emear Cisco

head of experiential marketing

head of marketing

Audi Ingolstadt

communications

After graduating with a degree in economics Bernhard Neumann started working at Audi in 1995. In 2002 he became head of the international motor shows department. In 2008 he additionally took on the responsibility for Audiâ&#x20AC;&#x2122;s international events and driving experience. Currently he is head of the experiential marketing department which includes the disciplines of international motor shows, events and sport sponsoring.

After degree in business science and economics at the University of Turin, Giovanni started his professional career in 1991 at Dmb&B in Milan. In 1992, he moved to Bacardi-Martini as marketing brand manager. In 1999, he joined Fila. From 2001 on, he worked as director of mktg communications for Lancia, in 2005 for Fiat and from 2009 for the entire Fiat Group. In this position, he additionally served as mktg communication advisor for the Chrysler Group. In 2010, he joined the Volkswagen Group and held various positions. Since the turn of the year 2013/2014, Perosino has been head of marketing communications at Audi.

Audi

BEATE SCHLEGEL project manager events and trade shows Siemens

Bonny, who is with Cisco since 2004, served in various business development and marketing roles before joining the event marketing team in 2012 where he has been leading the content program for CiscoLive as well as the exhibition area, bringing Ciscoâ&#x20AC;&#x2122;s latest innovations and solutions together under a unified experience area. He now leads the entire CiscoLive event in Emea.

After her studies in Tourism and Hotel Management, Beate started her working career in Switzerland. In 1989, she moved to Nuremberg and took the challenge as manager events & marketing to work for the development, together with the hotel director, of the newly opened Mercure Hotel. After this experience, she joined the agency Eurotess in Frankfurt as project manager responsible for the organisation of Trade Shows. Since 1997, she has been working as Project Manager for Siemens Energy Communication, where she is consulting and organising events and trade shows worldwide. Her hobbies are cycling, golf and hiking.

[EuBea 2014 - the jury]

ROLF SCHUMANN

SVEN THEOBALD

head of global marketing

head of corporate events

LENA TSVETINSKAYA

Škoda

Bayer

internal communications and

Rolf started with Medicine studies, followed by studies of Marketing and Communication when in parallel he was already joining the advertising world: for 4 years he was working for the Young & Rubicam Pharma Division. This was followed by an invitation to built up a similar agency for Saatchi & Saatchi. As head of marketing communication he joined the czech Car Manufacturer Skoda in 2002. In 2008 it was again ‘go east’, he became marketing director for launching Skoda in China, the biggest car market worldwide. Since 2010 he is back in Mlada Boleslav, being responsible for the Global Marketing Communication of Skoda Auto.

Born 1980, Sven studied at the RheinMain University of Applied Sciences in Wiesbaden, Germany, gaining an interdisciplinary degree in Media Management. He joined Bayer as a project manager in Corporate Communications in 2006. He has been head of corporate events at Bayer since 2012 and responsible for the internationally award-winning live communication activities for Bayer’s 150th anniversary in 2013. His current focus is on building a Live & Experience Communication Community at Bayer, designing integrated live campaigns and engagement formats, and developing holistic KPIs for his area of responsibility.

engagement manager

PepsiCo

Russia Lena graduated from the Russian State University for Humanities in 2002 with Master’s degree in Arts, and started her career with Mary Kay and Ikea companies. She joined PepsiCo in 2010, and now is driving internal communication and engagement agenda for 25,000 employees in Russia, keeping them well-informed, engaged with the business strategy and operations, recognized for their achievements, and smiling. Lena and her team also runs employees’ and business events of various kind and size all over Russia and abroad like business conferences and forums, leadership road-shows, and celebrations.

BJORN WIGFORSS global events director & head of publishers Microsoft Björn graduated with a major in Economics, and minors in Business Management and Mktg. He was a business training coach and consultant at Ebi (1995-1998) and service PM at Ericsson (1998-1999). He started his now fourteen years in Nokia as Customer Trainer and Training Group Manager in the Networks unit. In 2003, he moved on to the area of Industry Relations, where he also served as chair of the Business and Mktg Expert Group. He has been member of the Symbian S60 platform mktg team. From 2005, Björn has worked in various Services Marcom management positions, and in August 2010, he became Nokia’s Global Events Director.

DETLEF WINTZEN board member Famab Born in 1957, Detlef studied acting and theatrical pedagogy at the HdK Berlin, and at the same time drama, journalism and psychology in Erlangen, Berlin and Nyc. He worked as a dramaturge and director at various German theaters. In 1995 he began to assume creative tasks in the field of live communication and in 1999 took over the team lead of c onception/creation at the kogag Bremshey & Domning. In 2000 founded insglück Gesellschaft für Markeninszenierung in Berlin. Detlef Wintzen has received numerous esteemed awards for his creative and directing work.

FIRST PRIZE

70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: French Ministry of Defence Event type: Celebration / Festivity Country: France

SECOND PRIZE

all in or nothing Organizer: ubi bene Client: adidas Event type: Sport Event Country: France

THIRD PRIZE

Nike Run Viking #runfree Organizer: A Loud Minority / Conscious Minds Client: Nike Global Event type: Integrated Event Country: Sweden

AWARDS BY EVENT TYPE B2B EVENT FIRST PRIZE

Fraunhofer Award Ceremony 2014 Organizer: onliveline GmbH - office for concept & staging Client: Fraunhofer Gesellschaft Country: Germany

SECOND PRIZE Opening Callebaut chocolat academy Organizer: New Balls Please / Berlin Client: Callebaut Country: Belgium

THIRD PRIZE Bosch Cordless Technology Summit 2014 Organizer: MCI Deutschland GmbH Client: Robert Bosch GmbH Country: Germany

B2C EVENT FIRST PRIZE

smart DJ - The world’s first turntable test drive Organizer: BBDO Live Client: Daimler AG, smart Deutschland Country: Germany

SECOND PRIZE Happy Birthday Nutella Organizer: Filmmaster Events Client: Ferrero - Nutella Country: Italy

THIRD PRIZE

SECOND PRIZE

EDP Brand Activation at Music Festivals Organizer: Desafio Global Ativism Client: Energias de Portugal, S.A. Country: Portugal

25 years VTM: Een Dikke Merci Vol Magie Organizer: Medialaan nv Client: VTM Country: Belgium

B2I (BUSINESS TO INTERNAL) / CONVENTION

THIRD PRIZE

FIRST PRIZE

Sol Independence Day Organizer: Move People & Experience Communication Client: Heineken Country: Netherlands

The Heineken Ibiza Final Organizer: Heineken & United State of Fans\TBWA Client: Heineken Country: Netherlands

CONGRESS / CONFERENCE FIRST PRIZE

Altadis annual convention 2013 Organizer: Grupo Sorensen Sba, SL Client: Altadis Country: Spain

‘InvestmentAktuell 2014’ - ‘Amazing simple. Simply amazing’ Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Union Asset Management Holding AG Country: Germany

THIRD PRIZE

SECOND PRIZE

Oriflame e Cis Gold Conference 2013 Organizer: Eventisimo Client: Oriflame Sweden Country: Spain

Cisco Live! 2014 Organizer: George P. Johnson Client: Cisco Country: Uk

CELEBRATION / FESTIVITY

THIRD PRIZE

FIRST PRIZE

70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: French Ministry of Defence Country: France

World ATM Congress 2014 Organizer: AIM Group Spain, S.L. Client: ATCA (Air Traffic Control Association) and Canso (Civil Air Navigation Services Organization) Country: Spain

[european bea 2014 - the winners]

INCENTIVE EVENT

MUSICAL EVENT

Winter Tale - Summer Ice of Norvegian Journeys Organizer: 27Names - MaxiMice Client: Johnson & Johnson Country: Russia

Happy Birthday Nutella Organizer: Filmmaster Events Client: Ferrero - Nutella Country: Italy

INTEGRATED EVENT

SECOND PRIZE

FIRST PRIZE

CULTURAL EVENT FIRST PRIZE

Opening Mauritshuis Organizer: Xsaga Client: Mauritshuis Country: Netherlands

SECOND PRIZE Get Reading Organizer: George P. Johnson Client: Evening Standard Country: Uk

HYBRID EVENT FIRST PRIZE

Microsoft TechDays 2014 Organizer: Le Public Système / Wunderman / Brainsonic Client: Microsoft France Country: France

SECOND PRIZE Cisco GSX Organizer: George P. Johnson Client: Cisco Country: Uk

THIRD PRIZE Happy Birthday Nutella Organizer: Filmmaster Events Client: Ferrero - Nutella Country: Italy

Nike Run Viking #runfree Organizer: A Loud Minority / Conscious Minds Client: Nike Global Country: Sweden

SECOND PRIZE Audi Opening Event CES, Las Vegas Organizer: Pure Perfection GmbH Client: Audi AG Country: Germany

THIRD PRIZE The New Volvo Truck Range Organizer: A+A Communication Client: Volvo Trucks Corporation, Asia/Pacific Country: Sweden

LAUNCH EVENT

FIRST PRIZE

Mediolanum Music Box Organizer: Banca Mediolanum Client: Banca Mediolanum Country: Italy

THIRD PRIZE Meskie Granie 2014 Organizer: Agencja Live, TBWA PR Client: Grupa Zywiec Country: Poland

NON PROFIT / SOCIAL SERVICE EVENT FIRST PRIZE

Take a position - Traffic Light Kamasutra Organizer: Vagedes & Schmid GmbH Client: AIDS-Hilfe Hamburg e.V. Country: Germany

FIRST PRIZE

SECOND PRIZE

Bringing You The World Organizer: PS Communication Denmark Client: Maersk Line Country: Denmark

Socks for life by EFCNI Organizer: Joke Event AG Client: EFCNI / Drägerwerk AG Country: Germany

SECOND PRIZE

THIRD PRIZE

Transit Go Further 2014 Organizer: Filmmaster Events Client: Ford of Europe Country: Italy

Fly for Peace Organizer: 27Names - Sinergie Client: Fly for Peace Promotional Committee Country: Italy

THIRD PRIZE

PUBLIC EVENT

Nissan eNV200 Live Event Organizer: Le Public Système Client: Nissan Europe Country: France

FIRST PRIZE

Tiger Woods’s Cross-Continental Golf Shot Organizer: Atölye Grup - Yolculuk Atölyesi Turizm Organizasyon Prodüksiyon Tic.Ltd.Sti Client: Turkey Golf Federation Country: Turkey

[european bea 2014 - the winners] SECOND PRIZE

THIRD PRIZE

NOS Air Race Championship Organizer: ARC - Desafio Global Ativism Client: ARC - NOS - Cascais Municipal Council Country: Portugal

Heineken Trophy Experience Organizer: Heineken & United State of Fans\TBWA Client: Heineken Country: Netherlands

THIRD PRIZE

SUSTAINABLE EVENT

1813-2013 Bicentenary: 200 years building San Sebastian Organizer: Acciona Producciones y Diseño (APD) Client: City Hall of San Sebastian Country: Spain

ROADSHOW FIRST PRIZE

Office2Go - 1st B2B Live! Roadshow Organizer: Creative Pro, s.r.o. Client: Microsoft Slovakia s.r.o. Country: Slovakia

SECOND PRIZE UEFA Champions League Trophy Tour presented by UniCredit Organizer: United State of Fans\TBWA Client: UniCredit Country: Italy

THIRD PRIZE Heineken Trophy Experience Organizer: Heineken & United State of Fans\TBWA Client: Heineken Country: Netherlands

SPORT EVENT FIRST PRIZE

all in or nothing Organizer: ubi bene Client: adidas Country: France

SECOND PRIZE

FIRST PRIZE

RWE IT Slovakia ‘Gives Back Wings’ Organizer: Creative Pro, s.r.o. Client: FPT SLovakia, s.r.o. Country: Slovakia

TEAM BUILDING FIRST PRIZE

ING Day - Going for 2015! Organizer: d-side group Client: ING (banking) Country: Belgium

SECOND PRIZE Just Do It Organizer: Desafio Global Ativism Client: Heineken Group in Portugal (SCC – Sociedade Central de Cervejas e Bebidas, S.A.) Country: Portugal

THIRD PRIZE Dentsu open-air festival Organizer: Joke Event AG Client: Dentsu Aegis Network Germany GmbH Country: Germany

TRADE SHOW FIRST PRIZE

Ericsson at Mobile World Congress Organizer: Jack Morton Worldwide Client: Ericsson Country: Uk

Olympic Park Sochi - Letna 2014 Organizer: Czech Olympic Committee + AV Media Client: Czech Olympic Committee Country: Czech Republic

TECHNICAL EXCELLENCIES BEST CREATIVITY FIRST PRIZE

70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: French Ministry of Defence Country: France

SECOND PRIZE InvestmentAktuell 2014’ - Amazingly simple. Simply amazing Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Union Asset Management Holding AG Country: Germany

THIRD PRIZE smart DJ - The world’s first turntable test drive Organizer: BBDO Live Client: Daimler AG, smart Deutschland Country: Germany

BEST EXECUTION FIRST PRIZE

70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: French Ministry of Defence Country: France

SECOND PRIZE 25 years VTM: Een Dikke Merci Vol Magie Organizer: Medialaan nv Client: VTM Country: Belgium

THIRD PRIZE Bringing You The World Organizer: PS Communication Denmark Client: Maersk Line Country: Denmark

BEST CHANNEL STRATEGY FIRST PRIZE

Nike Run Viking #runfree Organizer: A Loud Minority / Conscious Minds Client: Nike Global Country: Sweden

[european bea 2014 - the winners] SECOND PRIZE smart DJ - The worldâ&#x20AC;&#x2122;s first turntable test drive Organizer: BBDO Live Client: Daimler AG, smart Deutschland Country: Germany

THIRD PRIZE The Heineken Ibiza Final Organizer: Heineken & United State of Fans\TBWA Client: Heineken Country: Netherlands

BEST EFFECTIVENESS

ICONIC SPECIAL JURY AWARD

THIRD PRIZE ubi bene Country: France

BEST EVENT COMPANY FIRST PRIZE

BEST CREATIVE DIRECTOR OF THE YEAR

Ferrero Country: Italy

Beatrix Mourer Agenzia: 27Names - Magic Garden Country: France

SECOND PRIZE adidas Country: France

FIRST PRIZE

THIRD PRIZE EX AEQUO

70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: French Ministry of Defence Country: France

THIRD PRIZE EX AEQUO

Heineken Country: Netherlands

SECOND PRIZE

Nike Global Country: Sweden

Bringing You The World Organizer: PS Communication Denmark Client: Maersk Line Country: Denmark

BEST TECHNOLOGY INNOVATION

THIRD PRIZE Take a position - Traffic Light Kamasutra Organizer: Vagedes & Schmid GmbH Client: AIDS-Hilfe Hamburg e.V. Country: Germany

SPECIAL AWARDS BEST EVENT AGENCY FIRST PRIZE

27Names - Magic Garden Country: France

SECOND PRIZE EX AEQUO Filmmaster Events Country: Italy

Sochi 2014 Paralympic Closing Ceremony Organizer: Balich Worldwide Shows Client: Games Ceremonies Staging Agency (CSA) Country: Italy

BEST EVENT EVALUATION AWARD FIRST PRIZE

Uefa Champions League Trophy Tour presented by UniCredit Organizer: United State of Fans\TBWA Client: UniCredit Country: Italy

SECOND PRIZE

Sol Independence Day Organizer: Move People & Experience Communication Fraunhofer award ceremony 2014 Organizer: onlive GmbH - office for concept & staging Client: Heineken Country: Netherlands Client: Fraunhofer Gesellschaft Country: Germany

THIRD PRIZE

DELEGATE AWARD We are giants Organizer: Nine Yards Client: Elgiganten Country: Sweden

The New Volvo Truck Range Organizer: A+A Communication Client: Volvo Trucks Corporation, Asia/Pacific Country: Sweden

BEST LOW BUDGET EVENT

BEST USE OF SPACE ENVIRONMENT SETTING 70th anniversary of Normandy Landings Organizer: 27Names - Magic Garden Client: Ministero Francese della Difesa Country: France

FIRST PRIZE EX AEQUO Gives back wings Organizer: Creative Pro Client: FPT SLovakia Country: Slovakia

FIRST PRIZE EX AEQUO Sol independence day Organizer: move people & experience communication Client: Heineken Country: Netherlands

SECOND PRIZE EX AEQUO Creative Pro Country: Slovakia

[b2b event]

Arcus Volvo Range Objective: to create positive word of mouth and promote Linie Aquavit as a round-the-year product connected with Nordic cuisine within the Nordic HoReCa sector and media. Creative idea and description: Norway has only few dishes that combine the two ´s most famous exports, seafood and aquavit. ‘Linie Award’, a food and drink competition was born to create new food traditions, and works as a springboard for young, talented chefs and bartenders in the Norway, Sweden, Denmark and Finland. The contest will promote interest in the Nordic region’s exotic food and drink culture as well as encourage young Nordic chefs and bartenders (>26) to create new and exciting gatronomic experiences by combining the two. Media Mix: due to the total ban on adv for alcoholic beverages in Norway, it was possible only communicate directly with key influencers in the HoReCa industry, and indirectly through press, in addition to a password protected internet site. Deserved media coverage was based around ‘Ones to watch’ (the chosen talent), as well as ingredient safaris with media and bloggers. The recipes are published in a book and distributed to food bloggers and journalists alike, along with a basket with the ingredients.

Audio/video/lights: a fabulous setting provided the surroundings, making the subtle inclusion of video screens with live presentations of the progress of each contestants, like a closed live tv-broadcast, the main audiovisual feature. Staging and set design: sophisticated, yet playful atmosphere. It was held at a seafront restaurant on Tjuvholmen, Oslos´ best location, with a breath-taking view and direct contact with the sea. The location and concept can be described as a ‘play with water’, as the ingredients are found in the sea only a short boat-trip away – as seen in the ingredient safari. And the main ingredient, the Linie Aquavit, gets its subtle flavours from a sea journey in barrels that cross Equator twice. Results: massive buzz around the young talents and the new food and drink recipes. Before, during and after the event there was direct, personal communication with more than 3,000 key persons in the HoReCa sector. The media value exceeded the investment by five times.

[ DATA SHEET ] Country: Norway Organiser: 27Names - Fieldwork Client: Arcus Date: May 6th, 2014 Target: HoReCa sector and lifestyle media in Norway, Sweden, Denmark and Finland

Location: Oslo (Norway)

[b2b event]

Samsung LFD Objective: to create a connection between Samsung 95 that has the biggest Led Lfd display in the world, the target group and the managers of organization agencies, outdoor companies and big retail companies. Creative idea and description: to give the target group the chance to experience the Led Lfd display in the world, mostly used in stage performances and showcases by creating experience zones in stunning Shangri-La Bosphorus for Samsung, which creates professional display solutions that showed Samsung to took part in many different aspects of our lives.

Audio/video/lights: with this event that was accompanied by live music, the guests experienced the technology with jazz and blues in the background. Staging and set design: the guests who were hosted in three separate zones consisting of cocktail zone, experience zone and a main zone experienced eight pieces of 42” Video Wall Art on Samsung Lfd display, asymmetrically hung, and to examine Samsung 95”, which has the biggest product. The guests who also examined Samsung Lfd displays that can be used in transportation, shopping centers, finance and banking were welcomed with a giant screen, created with 24 pieces of 42” Lfd at the place of the main stage and gala dinner. Results: with this event that hosted 350 guests, the company provided that the client is their solution partner by directing the target group upon their requirements.

[ DATA SHEET ] Country: Turkey Organiser: Atölye Grup - Yolculuk Atölyesi Turizm Organizasyon Prodüksiyon Client: Samsung - Cheil Worldwide Date: December 12th, 2013 Target: technology users Location: Istanbul Shangri - La Bosphorus (Turkey)

[b2b event]

This is my life Objective: to present the My Life investment service. The event, an opportunity to meet with the over 4,000 agents, was also a chance to analyze the company’s performance, discuss future goals and present the biography of Chairman E. Doris. Creative idea and description: starting with a presentation of the new financial planning product My Life, the convention, through a process of metaphor, was built around the keyword ‘life’. Preparation, which took months, involved the active participation of agents (the true protagonists), with the submission of pictures and self-produced videos shown at the Forum to emphasize the value of their professional and family lives, for which awards were then given. Outside guests (investment partners and market-leading research firms) added to the day’s professional aspect. A moving interview was held with Francois Pienaar, the captain of the world-champion South African national rugby team, who emphasized the importance of teamwork and the fundamental values of life through meeting with special individuals (Nelson Mandela). During breaks, live radio broadcast by Rtl 102.5, which aired songs requested by the audience. Venue consisting of multiple floors, with pictures of the 4,000 invitees. Media Mix: before the event, engagement and video- and photo-sharing activities through a Facebook group updated during the day with music requests and posts of live selfies. Journalists from major Italian newspapers were in attendance. Video was shot and shown on large led screens. The company TV network interviewed guests and

speakers and then aired special broadcasts. Specifically shot video clips were shown during the entire course of the convention. Staging and set design: backdrop measuring 42x11m. Semi-circular stage measuring 28x12.50x1,2m, with inserted circular stage measuring 12m in diameter, inclined to the floor, with Led floor top and Rgd strip-Leds. Two sliding and rotating motorized totems measuring 3,5x6 m, with four faces: two with Elidy 3.7 Led screens and two mirrored. Black lanes reach out to the floor, with strip-Leds, converging on a mirrored suspended circular station holding a cube of screens. Results: all seats of all categories at the Forum were occupied, with over 4,000 Banca Mediolanum financial advisors in attendance. Very high emotional involvement and demonstrable appreciation received in the following days. Professionally, a full success in narrating the important concepts to be expressed.

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: March 11th, 2014 Target: sales network, managers and employees, guests and journalists by invitation

Location: Mediolanum Forum, Assago, Milan (Italy)

[b2b event]

Office2Go - 1st B2B Live! Roadshow Objective: the aim of a breakthrough moment Live campaign was to promote and increase an awareness about Office 365 package for the specific target group of creative industry and media agencies in Slovakia and to offer their creative teams best products benefits personally and in unconventional way. Creative idea and description: 2B2 live campaign was based on the fact, that key persons of creative industry start their morning in a similar way breakfast, coffee and meetings. One of the main benefits of the Office 365 is in mobility and maintenance of data, which enable you to leave and work outside of your office anytime. That’s why a symbol of Office2Go, supported by a claim ‘anytime and anywhere’, combines two very important aspects of work which target group likes - mobility and a good cup of coffee. Office2Go was introduced through coffee cart which was a part of B2B roadshow over the period of 20 days. Promoters were handing the coffee and information about Office 365 solutions suitable for creative teams. Live roadshow was also supported by online tools. Consequently directors were personally invited with original thermal coffee mug for an informal B2B breakfast with a general director of Microsoft Slovakia in their headquarters where the advantages of Office 365 were introduced directly to all attendees.

Media Mix: live & interactive: social media, online; QR codes; Buzz PR; Live Promotion; New media: Coffee mug as invitation, Office2Go cart. Results: the agency has managed to address 98% agencies from the target group. Awareness of the promoted product has increased over 40% and the most of 180 creative leaders in Slovakia admitted positive interest in Office 365 solutions. The creativity and execution of B2B Live roadshow was highly appraised.

[ DATA SHEET ] Country: Slovakia Organiser: Creative Pro, s.r.o. Client: Microsoft Slovakia s.r.o. Date: April 23rd 2014 – May 20th, 2014 Target: directors, decision makers, creative leaders, idea makers of creative and media industry in Slovakia (AD, PR, media agencies, media houses, etc.) Location: Bratislava (Slovak Republic)

[b2b event]

3Premiere Objective: to showcase Hutchison Drei Austriaâ&#x20AC;&#x2122;s new brand after the merge with Orange. And to make clear that there is a new relevant player in the market and to ensure that all guests get to feel and experience the new born brand at first hand. Creative idea and description: the idea of this event was to find an inimitable event-location that is suitable for the realisation of the launching of the new brand Drei. Soon it became clear that the only possibility to make a step towards uniqueness is to create and build a temporary launch setting which leaves no wishes unfilled. An edifice which was planned and constructed solely for the event from on the river bank of Viennaâ&#x20AC;&#x2122;s Danube River. At the beginning of the event, it seemed to be a normal launching of a new product. In the course of the evening the guests could experience the metamorphosis of the brand. From modest black and white the whole atmosphere changed into a brightly colourful, cheerful and stunning one, representing the new mission of the company â&#x20AC;&#x201C; to make things a little bit different. Not only employees experienced their new/old occupationally home for the first time in all its facets, but also business partners and VIPs became acquainted with the mission of the newly united company. Media Mix: from billboards and a printing campaign in various newspapers and magazines, radio and tv commercials for the general brand message to refined printed invitations followed by a sophisticated online registration tool and a QR-Code based check-in solution with mobile devices were used. The pillars of the new brand were implemented in all media and communication activities.

Audio/video/lights: for the realisation of the event, a matchless combination of audio, video and lightning effects was implemented to make this night unforgettable. It was operated with high class equipment to achieve the best imaginable performance. Traditional video formats, like 16:9, were resigned. Instead, new ones were specially created to again, underline the claim of the brand. Staging and set design: the task was to create a location that combines uniqueness and desirability at hot summer days-fulfilling the amenity of an Open Air Location with all infrastructural features of an event-hall with about 2.000 sq.m. A location was built on a parking ground next to the River Danube. A platform with a height of 4 meters assured a sight over the bank slope. On the fundament a giant tent with a sun-deck for 1200 people was built. To ensure a splendid view the upstream wall was made of glass. Results: the product launch of the new brand Drei on the 19th of August 2013 was a complete success. It was intended to make the grand opening a cheerful and stunning one that was well received by the guests-and it was.

[ DATA SHEET ] Country: Austria Organiser: eventplan Client: Hutchison Drei Austria Date: August 19th, 2013 Target: VIP, Society, business partners Location: temporary; river bank of Danube river in Vienna, next to Hilton Vienna Danube (Austria)

[b2b event]

New Holland Agriculture Emea Dealer Convention Objective: after 7 years, New Holland once again met its international market to talk about the present, celebrate its history and imagine the future. The challenge: to create a memorable event for 1400 people from 12 different countries Creative idea and description: an event full of excitement. The theme: the connection between business, cinema and the company’s history. This led to the idea of organising the whole event in Rome, the capital of Italian cinema where the Cinecittà studios are located. The day began with the ‘Drive the Action!’ Convention held at the Palalottomatica; a technological convention using 3D video and an impressive set formed by a total of 600 sq.m of screens. After the Convention, the guests were taken to the Cinecittà Studios to see a spectacular video mapping performance and light design show on the ‘De Rerum Natura’ theme in the fascinating Rome Cinema Set. A PR event that was a prelude to the gala dinner held in Cinecittà’s legendary Studio 5 with a top level 50-min. Corporate Show: The Protagonists. A show in 3 acts with Giancarlo Giannini and Caterina Murino plus a cast of 45, including performers, musicians and dancers. A format paying homage to the role of work, passion and technology. Audio/video/lights: convention - 60 m of screens using large projection surfaces controlled with multiple images in direction highlights . Cinecittà - the cinematographic effect was enhanced by a mix of lighting, video contents

and live shots. The video mapping, inspired by Ovid’s ‘De Rerum Natura’, combined 3D achieved with two 26,000 Ansi lumen HD projectors and a spectacular lighting project. The Sound Design, providing a quadrophonic surround effect, was also important. Staging and set design: convention - the stage was built in the shape of the New Holland logo. Cinecittà - two stages, one in front of the other, and two maxi screens at the sides. The audience saw the making of the show on the stages and the final ‘cinema effect’ on the screens. At the end of the show, a faithful reproduction of the facade of the New Holland factory appeared on one of the two walls as if it was a reveal. Results: the dealers were enthusiastic. For the first time in a working context they were involved in a show beyond all their expectations, with one of the largest sets ever created in Cinecittà.

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: New Holland Date: October 29th, 2013 Target: Emea dealers Location: Rome (Italy): Palalottomatica (Convention), Cinecittà Rome Set (PR event), Cinecittà Studio 5 (gala dinner)

[b2b event]

Transit Go Further 2014 Objective: to create an innovative, memorable and experiential product launch, facilitating interaction with the product and knowledge of its new pluses. To present the preview to 700 European journalists. Creative idea and description: the concept: to show the vehicles in their natural habitat by reproducing a typical urban environment. The dynamics of the event focussed on surprise. Guests were invited into the hangar where the new vehicles were presented. At the end of the presentation, the reveal took place: a curtain was raised to show Transit Road. Along the street were eight shops, each of which emphasized one of the characteristics of the vans. The key messages reached the guests through interactive experiences: videos, information panels and audio guides. The vans, the real stars of the event, parked so that guests could inspect them, were brought to life with four danced performances, again devised to underline the characteristics. The experience ended in a spectacular fashion: a blackout created the atmosphere for the final performance. Media Mix: during the event a social media station was run by Ford to permit guests to comment their experience at Transit Go Further 2014 live on Twitter. Audio/video/lights: all the audio and lighting effects were designed to reproduce the idea of a real city, from ‘street noises’ to the passage of a whole day from the morning until the evening by means of targeted lighting design. The video content had specific themes: 6 billboards constantly showing Ford contents, videos created ad hoc and special contents produced both to bring to life the product info in

each shop, and as specific contributions interacting with the performance. Staging and set design: outdoor area, presentation area and welcome area for exhibition of the vehicles and reproduction of a Ford showroom; transit road reconstructed inside a 2,500 sq. m hangar; eight shops reconstructed: the driving school for the safety systems, the fuel station for low fuel consumption, the art gallery for the elegant design, the furniture store for the comfort of the interiors. Six billboards showing adverts and video contents. Results: enthusiasm of the guests at the end of the event: “In 30 years I’ve never seen such an extraordinary presentation”. The perception was one of great appreciation for the construction of a surprising and original experience. TGF 2014 was the event most shared on social media in the history of Ford.

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Ford of Europe Date: Press: February 4th - 19th, 2014, dealers and fleets: February 27th - March 21th, 2014 Target: 2,680 dealers from 23 countries, 700 European journalists Location: ZAL - Cal Truco 50, El Prat, Barcelona (Spain)

[b2b event]

Asseco Poland Gala Objective: to thank key clients for well built business relations. To show the strenght, clear and focused goals. To show unexpected idea for an event, never done before in Poland. To amaze all gathering guests. Creative idea and description: to create an event in two different places connected to each other. One of them was hide in a first part of event. All key speeches (ceo of Asseco Poland, Managing Director of BOS Bank, Government Representative) were preceded by unique multimedia/music show. All were done in time code. The band was placed on a

special constructions box. Live Band prepared music in special version (Wrecking Ball, Viva La Vida, Let Me Entertain You, Chopin Prelude 22) connected with special multimedia projections, presented on whole construction. After key speeches, guests were invited into other place (by crossing scene constructions). There were 360 degree projections on the wall. A square stage was placed in the center (for music performance). Media Mix: special invitations were sent to the clients. Results: the event amazed all.

[ DATA SHEET ] Country: Poland Organiser: Focus Event Client: Asseco Poland SA Date: June 5 h, 2014 Target: Key Clients / Government Representatives Location: Warsaw (Poland), Expo XXI Conference Center

[b2b event]

Miele, The Science of Perfection Objective: to transform audience perceptions of Miele via an immersive launch event designed to increase engagement and heighten awareness and excitement surrounding Miele’s new products—the W1 and T1. Miele tasked inVNT with creating an event intended to capture the imagination. Creative idea and description: Miele wanted to increase engagement, build desire and drive awareness and excitement around their new products prior to its official UK launch. inVNT developed a creative strategy based on the idea of the ‘Artistry of Innovation’ and set about designing a brand experience that would imbue Miele’s new washer and dryer with drama, warmth, humanity and a sense of limitless possibilities. The creative idea was to transport the audience from the mundane into a completely unexpected, eclectic and engaging multi-sensory experience. The strategy infused the T1 and W1 with a level of invention, creativity and humanity not typically associated with washing machines and dryers. The resulting fully immersive 2-day event for 600 captured the interest and imagination of a sophisticated audience of press, dealers and influencers by inviting them into a completely unique world that transformed perceptions and engaged senses in an unforgettable way. Media Mix: this extraordinary experience managed to be entertaining, informative and emotionally engaging. A magical Miele journey, featuring aerial artists, tap dancers, acrobats, and a finish with a W1 Washer and T1 dryer flying through the air, connecting attributes like innovation, creativity, durability, directly to the washer and dryer.

Audio/video/lights: as they enjoyed cocktails and caught glimpses of a mysterious performance behind diaphanous curtains, and they were instructed to put on noise-cancelling earphones, which played the narration and soundscape of everything that followed. These earphones enabled the group to move together through the immersive production while simultaneously experiencing an intimate connection with the material. Staging and set design: upon arrival at London’s versatile and unique Canary Wharf Winter Garden, guests encountered a wildly unconventional space inspired by the design of a washing machine drum. The audience proceeded through a series of experiential science labs and interactive real-life exhibits that corroborated the superiority of the W1 and T1 and emphasized Miele’s advanced technological capabilities. Results: 600 display units were ordered by the end of the launch. Press: The Telegraph, The Sunday Times and The Guardian, Event Magazine and C&IT Magazine, etc.

[ DATA SHEET ] Country: UK Organiser: inVNT Client: Miele Date: February 11th-12th, 2014 Target: VIP’s, press and media, consumers, influencers, employees and dealers

Location: London (England)

[b2b event]

KIA City Dealer Convention 2014 Objective: the meeting should be a statement of the changing, successful and dynamic brand, with its new inspirations: such as its design, innovation, service or brand image. How can one let the dealers immerse in this experience of change? And how can one avoid the routine of an annual dealer meeting? Creative idea and description: first the slogan and motto – Yes, we are. A reference to Obama’s legendary phrase, yet clearly a motivating statement: We did it, we are the fourth largest auto manufacturer. Then the idea, to create a new, intensive form of presentation to make the ‘Next Level’ a livable experience. 500 participants, mostly KIA dealers from all over Germany are immersed in the specially created KIA City, first from the exterior, then inside thru the individual districts presenting individual topics right up to the evening’s party district. A more than 180° projection on white cubes took the guests on a discovery tour of KIA City. Over twenty different, partly animated and 3D panorama projections provided not only an ambience for the speakers/presentations, but were also medium. The KIA City was already introduced by the invitation. But suddenly from a familiar visual there is the vibrant city to be discovered that remains as a KIA City brand experience from the very beginning to the end. Audio/video/lights: the set became one with content by holistic projections. To gain a dynamic touch for the whole day and evening, the 3D-mapping changed constantly. It created atmosphere, brand experience, backdrops for statements, but was medium for content. Permanent changes were a challenge to the budget, but solved by a clever use and integration of animated slides

in the scenery. A special light dramaturgy had to be created not to harm the projection. An own music score was specially composed and arranged. Staging and set design: the KIA City was first realized in an abstract manner. A formal cube architecture surrounded the audience. At the beginning the projection was monochrome so that its 3D-structure was leveled. During the opening the architecture became vivid, by a choreography of all car models. Then the KIA City emerged. The following ‘discovery’ of its districts told the story, structured the event and created constantly changing sets. Results: stories, communications, media and architecture melted into a unique location experience of the brand. KIA City was suddenly not only a virtual moment, but became reality. The feedback of the guests was overwhelming. A high standard was set for the next meeting.

[ DATA SHEET ] Country: Germany Organiser: Innocean Worldwide Client: Kia Motors Deutschland Date: January 23rd, 2014 Target: German KIA dealers and KIA internals Location: MMC Studios, Köln (Germany)

[b2b event]

Bosch Cordless Technology Summit 2014 Objective: to impressively demonstrate Bosch’s expertise in cordless technology to trade journalists and dealers, to prove the brand’s innovative strength and the future viability of the Bosch Blue product line – all of this by creating a hands-on experience in a real-life setting. Creative idea and description: idea: Bosch immerses its guests into an authentic brand experience in 3 stages (Inform - Test - Explore), allowing them to experience the world premiere of wireless charging of professional powertools and demonstrations of Bosch’s innovative strength - true to the motto: ‘Follow us into the future!’. Concept: the Bosch Blue Construction World successfully combines high-quality event design (Inform) with tangible everyday environments (Test), concluding with a fun obstacle course (Explore). The construction site event design immerses attendees into a real-life scenario, bringing them face to face with technologies and variability in everyday work situations, allowing them to experience at first hand Bosch’s leading expertise in an engaging, entertaining and memorable way. Impressive demonstrations of solutions to real-life challenges leave guests convinced that with its range of highly innovative powertools, Bosch is one step ahead of its competitors on the way into the future. Media Mix: due to the fact that this was an event targeting a closed audience, there was no use of external media. Audio/video/lights: state-of-the-art audio-visual technology was used to showcase Bosch’s innovative

strength at the cordless technology Summit. Staging and set design: the consistent use of construction site design in the 3 different event zones creates a unifying atmosphere: get-together, open forum and stage in a smart event look with large visuals; creative real-life scenes for authentic immersion into the product environment; eMobility obstacle course incorporating clever ideas designed to showcase Bosch cordless expertise and technologies. Highlights are the ‘big pictures’ of the construction world which put the spotlight on impressive facts and features. Results: journalists and dealers are highly impressed and greatly entertained by the immersion into the real-life construction world, including animated scenes, personal conversations, and great personal experiences. Quote: “I’ve never had such a clear vision of what the future in this sector will look like!

[ DATA SHEET ] Country: Germany Organiser: MCI Deutschland Client: Robert Bosch Date: May 19th - 20th, 2014 Target: trade journalists (day 1) and top dealers (day 2) Location: Hangar 7, Airport Tempelhof, Berlin (Germany)

[b2b event]

Medialaan Live On Stage Objective: to show to the clients and employees the upcoming tv programmes and series to be aired in the fall; to entertain everyone in such a way they are totally mesmerized and blown away, boosting creativity and strengthening the working relations. Creative idea and description: all invitees were welcomed and treated as Vips in a specially designed artist village of a musical festival awaiting the new tv season showdown taking live music as the heartbeat in a stunning magical visual experience. In a one hour show, video previews of new programs were viewed on a large holographic screen, musically driven by a live band integrated into the composition. In this way, the agency created a dynamic virtual stage by blending live performances, holographic performances, showlights, graphics and video. Not just a giant led backdrop or video projection with live artists in front of it. Instead the artists became part of the visual composition, magically appearing and disappearing into thin air by the use of lights and holographic techniques. The combination of all these audiovisual techniques resulted in the creation of a visual soundtrack of the fall 2014, live on stage. Media Mix: the public was invited by personalised special guest badge in a luxurious edition. Every guest received a special gift which was a vinyl album with a brochure containing photos of the new tv season. This booklet also contained a short pitch of every program designed like lyrics in an album. The event itself got the attention on social media, on tv news, in print and by word. Audio/video/lights: a giant seamless transparent foil

(20m x 8m) was used in a 45°angle to mirror an image of 20m x 5m projection screen lying on the ground to reappear virtually as an invisible screen on a 20m x 3m large stage standing in a 24 x 34m tv studio. A wide catwalk was placed to hide the real projection screen and let artists perform close to the public. A live band played the main soundtrack in sync with the video, surround audio and show light. Staging and set design: a clean stage with a live band and show lights. Only by use of the holographic screen all kinds of compositions appeared on stage. The starting point for every virtual set design originated from a rock concert stage in its most pure form: the triptych of a backdrop in the middle of the left and right speakers. Changing with every song of the live soundtrack, every new tv program was showed in its own virtual stage design. Results: reactions of excitement of the advertisers came in the range of “never seen a show like this before” over “I don’t need to go to the competing channels presentation anymore” to “tomorrow I’ll sign a three years contract”.

[ DATA SHEET ] Country: Belgium Organiser: Medialaan Client: Vtm, 2BE, Vitaya, Qmusic Date: August 21th, 2014 Target: tv advertisers, tv advertiser agencies, tv production companies

Location: Medialaan 1, Vilvoorde (Belgium)

[b2b event]

Opening Callebaut Chocolat Academy Objective: to make sure guests get a clear understanding of the production process; to make sure to obtain as many national and international media coverage as possible; to confirm Callebaut as a world player in the chocolat business; to make sure the new chocolat academy get’s the stylish opening it deserves. Creative idea and description: the concept of the event: Callebaut’s Bean to Chocolate story, a raw & fine experience. Knowing that the Callebaut factory in Wieze is the only one worldwide who starts the production proces with the real beans, arriving straight in jute bags from all over the world ... it was important for Callebaut to give the guests an unique impression of the complete production process ... in six story-telling steps: The cacao pulp; Natural fermentation; Sun drying the beans; Roasting the beans; Grinding the beans into fine cocoa liquor; mixing with other ingredients and conching into chocolate. Finally: chocolate lits in the shape of big 5 kg blocks are put on top of the dessert For each step, a visual 1-minute act was performed bij 15 hosts, dressed as raw craftsmen. Each step also included 12 Callebaut Ambassadors who created a majestic dessert. The agency only had 1 day of rehearsal with 15 hosts and 12 chefs for a one hour show. Media Mix: (inter)national invitations for lead clients and press. Audio/video/lights: together with the technical partner a detailed technical plan was created: 2x back projection 3 x 2m; 8 Led screen 65”; 2x Lcd projector 10.000 ansi-lumen; 8 HD SDI Live camera captation set; 45 moving lights; 2x

tailor made kabuki system; live audio + video signal for 2 locations; possibility for 10 TV stations to connect directly to the live audio + video feed. Staging and set design: a tailer made stage was built: stage Show (4x3m), stage Biscuit (5x5m), catwalk (6x3m), stage Main (15x5m), Tailor made created: outside chocolate plantation; truthful replica of an authentic chocolate factory; interior tent furniture + catering stands; personalized stage wall with two integrated projection screens; press photo stand for official opening Chocolate Academy Extra focus: climatisation in the tent for Chocolate applications in the show (max21°). Results: incredible positive reactions of clients and management; 35 journalists present at the event + 8 television stations; the Chocolate Academy started with a big boost But most important: the organizer succeeded in placing Callebaut back on top of the world chocolate map!

[ DATA SHEET ] Country: Belgium Organiser: New Balls Please / Berlin Client: Callebaut Date: June 24th, 2014 Target: international clients, press, european management Location: Callebaut plant, Wieze (Belgium)

[b2b event]

Fraunhofer Jahrestagung 2014 Objective: to create an intellectual show, to honor the winners, present Fraunhofer in its multifacedness, power & vision and invite the demanding guests to discuss with Fraunhofer new, vivid ideas of their own. Creative idea and description: ‘With New Energy’ was the theme and the scale of the show. Energy is a measure dictating everything. Working on sth. = main component in developing inventions - the same in the creation of the show. No bought acts, but a process that develops scenes letting the guests experience the world of the winning project powerfully, intelligently & sensually. Basis = the Energy-Space. A large video projection seamlessly interwoven with interactive video, performers, light, costume and music. The opening combines ‘Energy’ multidimens. with F’s departments & visionary aspiration. The winning projects are introduced always with an artistic scene. For the development of the scenes the agency focused on interweaving motto & idea with the essence of F as well as the content of the visionary price-projects. Media Mix: the brand experience was designed from online, to show, to get-together, where elements of the show became spaces for presentation and discussion. Around the motto a logo was developed that was used for all media as well as the show. The website shows info, images and video of the winning projects; digital linking and a relatively broad distribution of media used the effect of the event and presentation of the winners in order to represent F as the innovative company it is. Audio/video/lights: heightened with an interactiveness,

the show became a representation of F. Interactive video is another performer. It enlarges the action, makes it 3D & asks for an intense interplay of all elements. During the rehearsals, the team developed precisely harmonized choreographies, interactive/video, lighting & costume. Staging and set design: a floor projection, is projected upon with 8 hanging beamers, of which 2 are used directly by the interactive video avoiding frame leaps from infrared- cameras & self developed software. A theatrical side-channels, playing with color, intensity & direction to extend the video were used instead of typical event lighting. Costume picked up color and form, making the video 3D. Results: the audience’s comments showed their fascination, inspiration and interest in the evening and the multifacedness of F. And the outcome of the evenings prospective discussions between F and the guests own, vivid ideas regarding R&D for their own corporations, showed the success of the event.

[ DATA SHEET ] Country: Germany Organiser: onliveline - office for concept & staging Client: Fraunhofer Gesellschaft (association of applied science)

Date: May 21st - 22nd, 2014 Target: science, research & develop., corporations, business/project partners

Location: Concert Hall in Freiburg im Breisgau (Germany)

[b2c event]

Swergie Berlin Objective: to create a concept for Swedish brands with a common interest in working cross boundaries and an interest in communicating in a totally new way to an opinion leading and hard to reach target audience. By using the interest in Fashion week, we created a buzz around the participating brands. Creative idea and description: Swergie is the red carpet event that takes place during fashion week all over Europe. A night full of Swedish design, fashion, technology, innovation and music. Swergie combines unexpected performances of well known musicians and personalities with an immersive audio-visual experience. A place and concept for Swedish brands with a common interest in working cross boundaries and an interest in communicating in a totally new way to an opinion leading and hard to reach target audience. At Swergie Berlin, Zound Industries, Absolut Vodka and Spotify collaborated to create an unforgetable experience with a big impact on international media. More then 1,500 celebrities, journalists, bloggers, fashionistas and partygoers came out during Berlin fashion week to see live sets by Icona Pop, Elliphant, Dj sets from The Hives and many more. Elements of fashion and electronics were intertwined in each performance thanks to headphone sponsors Zound Industries. Media Mix: collaboration with Fashion Networks, which secured coverage in the fashion blogsphere and that the word about Swergie were spread out to the world. Websites, (swergie.com, zoundindustries.com) Instagram feed: #Swergieberlin Facebook group: SwergieBerlin.

Audio/video/lights: 200 fixed lights, 120 moving lights, 3 high perfomance linearey systems, one regular PA system two 1200 ansilumen HD projectors, 3 C2o canons, 8 high perfomance laser projectors. Technique provided by Martin, Barco, D&B and Pioneer. Staging and set design: the venue was divided in 4 different rooms and 4 different experiences that opened up one after the other after every room got filled up with guests. In every room guests experienced fashionshows and dance acts thanks to headphonesponsors Urbanears, Coloud headphones Marshall headphones and Molami #1. Livingroom, live pianomusic, stage for fashionshows. #2 Beduin tent oriental feel. #3 The club, large dancefloor, live stage, Dj, live sets and fashion shows. #4 Spotify Vip room. Results: 1,600 people visiting the actual event. Printing clips with more then 3,7 million contacts. Online clips 46 million contacts. Radio clips 323,000 contacts. Social media clips 129,000 contacts.

[ DATA SHEET ] Country: Sweden Organiser: A Loud Minority Client: Zound Industries Date: January 16th, 2013 Target: journalists, bloggers and opinion leaders Location: Radial System V, Berlin (Germany)

[b2c event]

Aeroflot Platinum Bonus presentation Objective: to present and show benefits of the highest level of Aeroflot Bonus loyalty program to increase the loyalty of the most important customers. Creative idea and description: to provide a unique environment that enables most valuable clients appreciate Aeroflot Platinum Bonus first-class service. It was important for the agency not to advertise the program Aeroflot Bonus Platinum, but to give guests a chance to feel the comfort that these facilities provide. The basic approach to implementation was minimalism and quality of materials used, from the waiters’ uniform to the coating material of the stage. All components of the event - from the entrance area and keys receiving process to Porsche Cayenne exclusive taxi service, from stunning visual projection show, recreating ‘live’ panorama of the evening Moscow, to headlining performances - Nino Katamadze, from catering to lounge zones facilities, allowed such demanding public to feel ‘ at ease’. Media Mix: promo-site; exclusive mail invitations; process of receiving the keys (through the nominal deposit boxes of Alfa-Bank); exclusive hand delivery of specifically designed invitations; award ceremony; integration of partnership projects (such as Porsche Cayenne and Simple Wine). Registration process: QR codes scanning. Audio/video/lights: spectacular projection show, showing realistically recreated projection panorama of Moscow transformed, filled in with clouds and turned out into presentation of a new platinum card. Combination of 3D

projection on the screen and motion of the laser streams in an open space. Synchronized motion of the points on the stroke vector of the map created the effect of physical burning out of the platinum card from a single platinum plate. Staging and set design: art center ‘Vetoshny’ in the center of Moscow became the event location. More specifically, the first floor atrium, restored by old sketches of the building - a beautiful mansion, an architectural monument of the XIX century. Entrance designed as business class airline lounge. Decoration of the main hall is created using 2D - and 3D projection on the inner walls of the atrium. Plenty of projection surfaces. Results: the result exceeded all expectations and has become an event for the most demanding guests. Aeroflot has shown itself as a successful premium class airline, which deserves the international recognition due to the extremely high level of service and its latest technologies.

[ DATA SHEET ] Country: Russia Organiser: Advanza Event Management Client: Aeroflot Russian Airlines Date: January 30th, 2014 Target: most valuable members of Aeroflot Bonus loyalty program

Location: Moscow (Russia) art-center Vetoshny

[b2c event]

smart DJ - The world’s first turntable test drive Objective: to bring product benefits to the widest possible target audience in the most innovative manner possible, by developing an idea that shows the fun of the smart for two ed in an experience-oriented way to motivate the target audience to participate in nationwide test driven events. Creative idea and description: to show, that the old cliché ‘electric car = no fun’ is no longer true, the agency developed a spectacular live game: smart DJ, the first navigable turntable in the world. The game has simple and catchy mechanics. Simply take a seat in the smart ed and take a few laps on an oversized ‘record’. The smart car acts as the music needle and plays well-known songs from all musical directions. The faster you drive, the faster the music plays. The object is to adapt the speed so that you can identify the music and guess as many songs as possible. The competitor who has guessed the most songs at the end is the winner. A simple idea that not only triggers a friendly competitive spirit in the target audience, but also transports the driving fun, the agility and the noiseless comfort in a unique manner and with innovative technology. Media Mix: the agency worked together with Brainpool to place the module on German television during prime time on September 7th, 2013. In the live game show ‘Schlag den Raab’, Stefan Raab and his opponent raced in a competition. In only 16 min., the smart DJ was a sensational success, and this then spread in the internet. Audio/video/lights: a PA system made the songs audible in

the car for the driver but also for the audience. A camera with a bird’s eye perspective and an additional view from the car created unique impressions. The software used was also an innovative idea. An vehicle diagnostic system provides information about the speed and acceleration of the smart ed. The data is digitized and sent via Wifi to the game software. The software decodes the information and applies it to the music. Staging and set design: a truck with the smart DJ module system incl. 2 smart ed vehicles, branded banners, engineering equipment and a 16 mt large, circular ground plotter. Results: 16 min. of air time in live tv with 2.6 mln viewers (€1.4 mln earned media value) lead to a strong increase in attention and desire for the test drive events which resulted in a glittering response from participants and a significant increase test drives and effective sales.

[ DATA SHEET ] Country: Germany Organiser: BBDO Live Client: Daimler, smart Deutschland Date: September 7th - December 16th 2013 Target: wide general audience, smart customers, prospective customers Location: Germany, several big cities as Berlin, Cologne, Leipzig etc. (roadshow)

[b2c event]

Mercado de Sabores Continente Objective: to increase Continente’s brand awareness; to reinforce the perceived quality of Continente’s produce and own brand products; to reinforce Continente’s positioning as a supporter of national produce; to create a differentiating brand experience, generating goodwill. Creative idea and description: Continente organized the 4th edition of Mercado de Sabores, an event that celebrated the best Portuguese products, flavours, and, in this case, sounds. Chefs and music artists stood side by side cooking and performing live on stage, creating the biggest mixing table of sounds and flavours.

On top of this visitors could buy some of the best Portuguese products, taste some of the best wine, enjoy great tasting dishes in the restaurant area, sit by the river and dig into some freshly caught seafood or even take a cocktail workshop. The event extended into the night with concerts from two of the top upcoming Portuguese artists: Orelha Negra and Expensive Soul. Results: more than 100 news were generated and the return on investment exceeded 7 million euros. 17,500 people visited the event over the 3-day period and on top of that, 2 million spectators watched the 5 hour live transmission of the event.

[ DATA SHEET ] Country: Portugal Organiser: Born Client: Sonae MC Date: October 4th-6th, 2013 Target: general public Location: Oporto (Portugal)

[b2c event]

Mega Pic-Nic Continente Objective: to increase Continente’s brand awareness; to reinforce the perceived quality of Continente’s Produce; to reinforce Continente’s positioning as a supporter of national produce; to create a differentiating brand experience, generating goodwill. Creative idea and description: every year, Continente organizes Mega Pic-Nic, the largest branded event in Portugal, bringing the best of the country side to the city. But in 2014, in its 6th edition, Mega Pic-Nic wanted to do even more for the Portuguese consumers, and celebrate two of the best Portuguese output: the freshness of our products and our football team. And, with that in mind, the concept of this year’s Mega Pic-Nic was ‘the best in the field’. On the 21st of June, right

in the middle of the group stage of the world cup, Continente brought over 25,000 plants and more than 300 animals to Lisbon’s main avenue: Avenida da Liberdade. Alongside them, various football-themed activities that ranged from lifting weights using a cucumber - yes, a cucumber! – to scoring penalties. As usual, the event ended on a high note with the live concert by Tony Carreira, one of the biggest Portuguese music artists that attracts thousands of fans year after year. Results: the media showed an incredible interest in the event, generating 334 news, worth € 9,6 million in Roi. But, most importantly, the event beat all previous records, attracting 700,000 visitors, 50,000 more than in 2013.

[ DATA SHEET ] Country: Portugal Organiser: Born Client: Sonae MC Date: June 21st, 2014 Target: general public Location: Lisbon (Portugal)

[b2c event]

The Great Phone Swap Objective: to promote Xperia Z and to get more people considering Sony next time they’re buying a smartphone. In Sweden Sony is only number three, behind Apple and Samsung. Creative idea and description: to get people’s attention, the agency snuck into the official festival app and hit them when they were week – when they ran out of battery. The agency built a service station where people could charge their phone and gave them an offer – borrow a new Xperia Z while your own phone is being charged. Soon the Xperia Z proved to be special. Gifts and Vip treats were sent

out to collect. Some lucky Phone Swappers even got to swap for good, and keep the new Xperia Z. Media Mix: the official Way Out West app. Audio/video/lights: no audio, video or lightning technologies were used. Staging and set design: the roof of the Sony booth was designed to look like two giant electricity outlets. The agency just figured that’s what people will be looking for when their phones are about to die. Results: Sony ranked first in spontaneous recall among all sponsors. >10% in raised preference for Sony among Way Out West visitors.

[ DATA SHEET ] Country: Sweden Organiser: CP+B Scandinavia Client: Sony Mobile Date: August 8th–10th, 2013 Target: Festival visitors with iPhones Location: Gothenburg (Sweden)

[b2c event]

Movicel Stand - Filda 2014 Objective: to launch the new 4G network, to product exhibition, to present new services and the brand activation of Generation M. Creative idea and description: to create a unique experience for its customers, Generation M constructed an exclusive area with lots of colour and movement, challenging the public to ‘mandar karga’ (the name of the communication campaign) in music, in sport and in the future, with daily concerts, dance performances, ‘kuduro’, rollerblading, skating and basketball. The corporate area was meticulously set up to receive brand customers and present new products and services. The use of vectors like innovation and technology was evident in details such as the interactive application ‘Network Coverage’, with contents created solely to reveal the network coverage centres in Angola. There was constant content dynamization through conferences and product presentations. The third area was arranged for private meetings, with special catering, including sushi and gin tasting. Media Mix: almost 100 news on various organs of the mass media, distributed among television, print, radio and internet. Audio/video/lights: to stage this event, dozens of robot lighting units, Led bars and pairs, 5,000 light W, 200 m of truss, 4 video projectors, video processors and two kinect systems were used. One motorised truss structure almost 40 m long was used to suspend more than 800 sq.m of tensioned lycra, sound and lighting system. “Several gobos covered more than 1,200 sq.m of the marquee structure,

creating high impact visual effects at night during the event”. Staging and set design: the central structure of Generation M with round stage areas, personalised walls, great structures in printed lycra, halfpipe, Kargamento booths with fluttering prize confetti and a ‘candonga’ (a blue van used for transport people) made a great impact in the scenography. Corporate areas, revealed under a red lycra covering of over 800 sq.m in dimension, included exclusive furniture, a projection area, a stage and a bar structure with an illuminated top. Results: over 35,000 people visited and experienced, over 7 days in the main trade show in Angola. The brand achieved unprecedented levels of popularity, with greater brand awareness.

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Movicel Date: July 7th -12th (Marquee Assembly); 12th-20th (Assembly / general set-up); 22th - 27th, 2014 (event) Target: Angolan and foreign businessmen and investors, members of the Angolan government, representatives of more than 40 countries present at the Filda, players in the national economy and students Location: Luanda, Angola (Africa)

[b2c event]

Yorn Bundalicious Objective: to make a difference in a festival environment overfilled with brands. Creative idea and description: the agency came up with a unique and contagious idea that could be acknowledge as brand entertainment instead of brand promotion and that could improve brand awareness results. Inspired in Lisbon’s newest dance trend, Kuduro, it has been created a massive Kuduro class that could be attended by anyone and an experience desired by everyone. Bundalicious was a name inspired by Destiny’s Child song ‘bootylicious’ in a Portuguese version as bunda stands for butt. Staging and set design: to recreate a 70’s disco

feeling the agency used different robots and projectors as well as a golden acrylic application through the structure and different neon lights. Inside people could feel that ‘disco’ environment and feel more comfortable to do what they were supposed to do - Dance. Results: major response from the crowd with 36,4% Brand awareness between all festival brands and different tv live coverage.

[ DATA SHEET ] Country: Portugal Organiser: Action4 Ativism Client: Yorn (Vodafone) Date: May 25th, 29th, 30th - July 1st Target: consumer Location: Rock in Rio, Lisbon (Portugal)

[b2c event]

EDP Brand Activation at Music Festivals Objective: to create moments for members of the public to engage with brand in forms that humanize it brand and that consolidate connection with the public. The presence at festivals is comprised by brand activations and activities through which we aim to create lasting memorable experiences. Creative idea and description: the presence in music festivals took the physical form of a three story stand built out of 30 modular containers that could be rearranged and reused to create different structures. With 20 days in action, the stand had around 5,000 members of the public visiting it per day. Inside of it the agency housed a variety of activities that engaged the public with our brand. Guests had the opportunity to personalize t-shirts with printed patterns, and over the 20 days we printed 9,500 t-shirts. Professional hair and make up artists styled 5,000 people. 8,000 photographs were printed and 8,000 animated Gifs generated a fun photo booth. There photos were used to print 2,000 personalized iPhone covers. The most exciting initiative was bringing Ami James (Miami Ink tattoo artist) to Portugal for the first time for Rock in Rio Lisbon, where he tattooed a number of celebrity guests and hand-picked members of the public who entered and won competitions. Results: the agency succeeded in creating a closer proximity between EDP and the public, by showing

that EDP is dynamic brand which is at the forefront of innovating ways to communicate to clients. The EDP good energy was shared and felt by hundreds of thousands of people.

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: EDP - Energias de Portugal, S.A. Date: May, June, July, August 2014 Target: general public Location: Portugal

[b2c event]

Happy Birthday Nutella Objective: an international legend turns 50 and celebrated with the whole of Italy. The celebrations involved Alba, where the legend originated, and Naples, where Nutella is most popular, addressing various consumer targets and with a special gift for millions of lovers. Creative idea and description: a party for the whole of Italy featuring the enthusiasm of the consumers of one of the best-loved brands. The celebrations began on May 17th in Alba, the birthplace of Nutella. The streets were decked out for the party. 800 bars, shops and restaurants dressed with Nutella kits or offered special menus. A mega party with artists, entertainment and bread and Nutella for everyone. The party ended with 25,000 people in the street for the final concert and the blowing out of candles. On May 18th, Nutella celebrated in Naples with a public event attended by 200,000 people. A day dedicated by Nutella to all its fans with entertainment, games and music. Numerous themed areas and bread and Nutella for everyone. In the afternoon, music broadcast live by RDS. At 4 pm the concert began, closing with a performance by Mika, also transmitted live in streaming. Media Mix: 527 articles worth â&#x201A;Ź 8,723,590; the #nutella50bday hashtag achieved 9,561 mentions on the day of the event. The campaign was awarded the best Twitter campaign in May award. The @Nutella_Italia account was the most retweeted author of the month, generating 3.2 thousand retweets. The live streaming of the event for Mikaâ&#x20AC;&#x2122;s

performance totalled 120,000 views. Audio/video/lights: Naples: two screens inserted in Nutella jar shapes and positioned at the sides of the stage plus an 11 m-wide backdrop of 4 mm LEDs formed a frame. Two sound delay towers, 2 central arrays, 2 side arrays. Staging and set design: in Alba there were two stages for music performances and DJ sets with sound broadcast in the centre of the town. The town was decked out for the party with thousands of balloons, flags and banners on the buildings. In Naples a 40 m stage designed for a high level musical event. In the square were games, thematic areas and a very long swing. Game stations and stands distributing bread and Nutella, all branded with the Nutella 50 graphics. Results: Alba - 35,000 people, 800 bars, shops and restaurants involved, 460 kg of Nutella, 1,500 kits. Naples - 200,000 people, 80,000 gadgets, 120,000 slices of bread, 3 tons of Nutella. Great media exposure and interest from institutions with congratulation from the Mayor who reopened Piazza del Plebiscito.

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Ferrero Spa - Nutella Date: May 17th-18th, 2014 Target: general public, Nutella lovers, families, institutions, media Location: Town of Alba, Naples - Piazza del Plebiscito (Italy)

[b2c event]

The Heineken Ibiza Final Objective: to leverage Heineken’s UEFA Champions League sponsorship in a unique and spectacular way, and to become part of the online conversation in social media around the Champions League final. Creative idea and description: the UEFA Champions League Final – the closing of the UEFA Champions League season – and the opening of the Ibiza party season fall on the exact same day. It is this insight that provided proud sponsor Heineken with the unique opportunity to set up an event that celebrates both these occasions. The excitement of Champions League football and of Ibiza style partying, brought together for the first time. A combination unique to Heineken that was leveraged throughout the event program – a consumer experience featuring a mix of spectacular beach activities & entertainment, watching the Final on the big screen with an ocean backdrop, and experiencing Ibiza’s famous opening parties. And all of that with football celebrities in attendance and live streaming on social media channels. Media Mix: the event was pre-promoted in a through the line campaign in over 50 countries. Once the event kicked off, a live stream via social media channels was set up to showcase the excitement to a global audience. Here football celebrities reported live from the event and provided live match commentary during the Champions League Final. Journalists from key media outlets were invited to come along to Ibiza and report on the spectacle. Audio/video/lights: high resolution LED technology was used throughout the event to create the desired premium feel– from the ultra-thin 4x3 meter match

viewing screen, to fully LED DJ booths & bars. Similar requirements were met in terms of sound systems, where the complex event setup required advanced audio solutions. Specific wireless transmitters & receivers for instance allowed for people on the Floating Bar to dance to the same beat as people on the beach more than 100 meters away. Staging and set design: the uniqueness of the experience is key to the event’s success and custom-made sets and staging played an essential role here. The most prominent example of this is the world’s first Floating Star Bar. This star shaped Heineken bar was designed to float over the Mediterranean and provide our guests with a unique bar experience at open sea. While enjoying the tunes of the on-board DJ and the 360 show in the waters around them, waiters on flyboards were ready to serve as flying bartenders! Results: attending guests rated the experience with an average of: 9,5/10; social media impressions: 130 million; Share of voice on Twitter amongst UEFA Champions League sponsors: 75%; 70 articles generated with a cumulative total of 355 million monthly unique users.

[ DATA SHEET ] Country: The Netherlands Organiser: Heineken & United State of Fans/TBWA (agency) Client: Heineken Date: May 24th, 2014 Target: consumers (male, 22 - 35) Location: Ibiza (Spain)

[b2c event]

Heineken Trophy Experience Objective: to bring to life Heineken’s UEFA Champions League sponsorship to reach and engage fans in key markets outside of Europe. Creative idea and description: as proud sponsor, it is Heineken’s goal to share the unique and memorable experiences of the UEFA Champions League with fans everywhere. But with matches only being played in Europe, it’s difficult for fans outside of Europe to get close to the excitement. What better way than to provide these fans around the globe with the opportunity to meet the prestigious Trophy in person. In a setup that captures the excitement of the Champions League – offering a taste of the show, the spectacle, the football celebrities, and the celebration. An interactive consumer experience that builds anticipation towards their once-in-a-lifetime moment with the Trophy. Brought to life through augmented reality technology. And with famous footballers helping to spread the word. Media Mix: the promotional campaign included a strong instore component to directly link to sales, a social media portal to recruit & select fans, and giant billboards that took over the host cities. Additionally, barter-deal collaborations with football broadcasters were set up to further drive exposure around the matches running up to the events. Journalists were hosted to drive coverage and attending football celebrities provided live updates on social media. Audio/video/lights: balanced mix of lights & fixtures – helping to create the desired premium feel, whilst providing an optimal environment for the functionality of the augmented reality technology.

Similarly, audio played a key role in the experience – as illustrated by the Players Tunnel: as fans walked through the tunnel, the sounds of cheering crowds and Champions League tunes would follow them, giving the feeling of actually entering a packed stadium on match night. Staging and set design: for the interactive fan experience a carefully designed setup was created to tour with the Trophy around the globe. Customizable to fit the dimensions in each host market, yet consistent in experience. With stories from football greats, collector’s items, and games. But the true power of the setup was only uncovered once fans took out their mobile phones. As through augmented reality technology the whole setup would suddenly come to life - with videos and 3D animations popping up everywhere! Results: 30,000 fans experienced the event; 200,000 new Heineken Facebook fans; Earned media value: €5,000,000; 250 journalists attended the events; 20 hours of national TV coverage.

[ DATA SHEET ] Country: The Netherlands Organiser: Heineken & United State of Fans/TBWA (agency) Client: Heineken Date: March / April 2014 Target: consumers (male, 22 - 35) Location: Buenos Aires (Argentina), Lagos (Nigeria), Ho Chi Minh City (Vietnam)

[b2c event]

Heineken City on Open’er Festival 2014 Objective: to get in touch with target group; to present the global communication platform into an event zone where our target group could experience and be actively engage. Creative idea and description: a whole city in a pill: following Heineken’s ‘Open Your City’ strategy, the agency created an artistic/interactive urban quarter. A Square, Club, University and a Terrace on top of our three floor construction - filled with pulsing life by giving it a topic that changed every day; architecture, ecology, street art and city nightlife. Starting @University with city talks – a cycle of lectures of more that 30 artists, journalists, musicians, architects and urban environmentalists co-organized with the team behind TEDx Warsaw. Following city acts, an activity cycle of creative workshops for festival visitors in cooperation with urban activists to beautify public space back home. All visitors could chill out at the Square just before they were virtually ‘transported’ to the top clubs of Poland, all united in our Club @City Nights hosted by their best resident DJs. Media Mix: integrated digital campaign, supported by brand equity TVC. Heineken City was promoted on the global Heineken website as well as on the dedicated site www.otworzmiasto.pl and partner pages such as www.cojestgrane.pl and a selection of marketing portals in Poland. Social Media: additional teasers and communication were published in press and via Social Media on the official Open’er Festival profile, Heineken profile, Facebook event as well as all Heineken City special guests profiles. Audio/video/lights: Heineken City, a fully translucent

construction prepared as shining star of the 2014 Open’er Festival. All urban live in- and outside, like the lectures and special events, were publicized over the speaker system – also meant as invitation for new visitors - which worked perfectly. Big screens inside Heineken City promoted the dedicated webpage www.otworzmiasto.pl, all Facebook happenings and #openyourcity content. The perfect interaction of light, sound and interactive created real Wom and Buzz. Staging and set design: imagine you’re standing on a plain field; and suddenly you’re in Heineken City – skyline, street canyons and the bird’s eye view of a big city. That’s briefly the scenographic concept behind our three-story construction. An environment not only outside, but also inside using iconic design of a metro station and transit signs directing to different districts of Heineken City. Results: Horeca Group was able to get to know, inspire and engage creatively thousands of consumers out of Heineken’s most valuable target group. Interaction, education and fun - that’s how we made costumers to become friends.

[ DATA SHEET ] Country: Poland Organiser: Horeca Group Client: Grupa Zywiec S.A. (brand Heineken) Date: July 2nd - 5th, 2014 Target: Festival goers on Open’er Festival 2014 Location: Gdynia (Poland)

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Hot curves at the Crazy Rallye Ride Objective: to get a masculine target group with an affinity for cars and athletics excited about the Škoda brand. Technology, sports, tuning, and adrenaline are the key words that accelerate the heartbeat of these men. Their essence is expressed in their GTI: faster, louder, cooler is their motto. Creative idea and description: Škoda’s stand is the only one at the GTI meeting that puts interaction with fans at the forefront of its stand design. GTI fans are recruited as brand ambassadors on Facebook beforehand and can present their tuned masterpieces to Škoda stand visitors and to the gathered GTI fan community at the track. At the stand, it is not only attractive models and hostesses that await car fans, but also hot curves as part of the challenge for the best time. The ‘tough’ guys race around the rally track with motorized ‘Roddy Cars’. The little Roddy Cars awaken every man’s inner child and get the target group excited with strong handling in the curves. Nine individually designed race phases contain plenty of adventure themselves and its small, effectively staged highlights create a congenial, fast-paced atmosphere that reinforces the Škoda brand and its slogan ‘simply clever’. Media Mix: GTI fans can win tickets on Facebook in advance or apply with their Škoda to be a ‘Škoda Ambassador’. In the ‘pit stop’, drivers get branded shirts during the shirt switch. Every ride has been recorded with GoPros and everyone has got a video of his racing experience. Further information can be obtained playfully through iPad games. Audio/video/lights: a DJ creates a musical atmosphere. Radio moderator Thomas Mussger moderates the events at

the stand and the Crazy Rallye Ride. Whenever a driver logs a new best time, a spontaneous victory ceremony follows, celebrating the best time and eternalized at the stand. The concept cars at the stand are framed in the background using visually strong trailers. The outdoor Led wall also shows live pictures of the drivers or the stream of guests at the stand. Staging and set design: the brand is immediately identifiable through the consistent continuation of the corporate identity at the stand. From the key visual through to the tire stack and hostess outfits, white and green dominate. The event provides surprises for drivers and audience alike and cashes in on the brand slogan ‘simply clever’ using simple yet effective solutions. Results: in four days, 365 videos were created with 748 views in 29 countries. During the campaign, FB coverage increased by 800% and FB likes increased by 550%. The Yeti Xtreme FB photo album reached almost 800,000 people.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Škoda Auto Date: May 28th-31st, 2014 Target: 180.000 car and tuning enthusiasts Location: Reifnitz Maria Wört, Wörthersee (Austria)

[b2c event]

#Pepcity Objective: to combine gourmet food with music, art and performance, bringing together the many flavors of New York with the many flavors of Pepsico. Creative idea and description: in celebration of Super Bowl XLVIII in New York, the mission from the very top of PepsiCo was to give a 100% free ‘thank you’ to the Tri-State area, celebrating the best of PepsiCo and the best of NYC. A concept was developed that at any time, people entering #Pepcity would experience an eclectic, multi-sensory experience that would combine unique, gourmet culinary experiences with music, art, sculpture, architecture, poetry, music, media design and performance. Visitors sampled custom dishes created by celebrity chefs and reveled in the performances featuring pop stars including Austin Mahone, Prince Royce and Ziggy Marley. The eclectic mix of food, art, media, performance, music and entertainment created an ‘anything-can-happen’ experience that surprised and delighted all who visited. The eclectic mix of environment, performance, and taste sensation produced an unforgettable experience for thousands of visitors that shed new light on the PepsiCo brand. Media Mix: crowds flocked to #Pepcity, attracted to the event space via a broad mix of tactics. Local and national TV stations and a variety of online and print publications covered the event. Social media, generated by performers and guests, reinforced the coverage in the press. A Pepsi/Tostitos activation on Broadway’s Super Bowl Boulevard acted as a Trojan Horse, sending traffic from the brand-crowded boulevard to the brand-exclusive #Pepcity, a temporary structure in Bryant Park. Audio/video/lights: inside the dome, a rotation of per-

formances, including an appearance by Tony Award-winning poet Lemon Andersen, Broadway cast members performing highlights from hit musicals, a rap battle hosted by DJ/Hype man L-Boogs of NYC Hot 97, and an original Pepsi Hyped for Halftime performance. The dome’s nightly concerts included a charity event hosted by Jon Stewart for the Bob Woodruff Foundation, featuring country star Blake Shelton with a PepsiCo Foundation donation of $1 million to the charity. Staging and set design: #Pepcity was housed in a 1,000 sq.m temporary structure defined by a 36 meter long entrance experience, leading into a 12 meter high by 25 meter wide geodesic dome that featured custom media designed to engage and entertain those inside, and attract those outside. Installations crafted by contemporary artist Daniel Arsham enhanced the culinary experience, and an original piece of installation art curated by the artist collective Six01, captivated visitors. Results: 13,000 visitors; over 1,400 Instagram postings and 7.5 mln Twitter impressions.

[ DATA SHEET ] Country: UK Organiser: inVNT Client: PepsiCo Date: January 29th-February 1st, 2014 Target: consumers, sports fans, and citizens of New York City and the Tri-State region Location: New York (Usa)

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TT Pavilion Objective: Design Miami/ visitors are a genuine target group of Audi. As design is one of the brand’s core values as well as one of the main decision drivers for purchasing an Audi, Audi acts as designer amongst designers. To address the audience properly Audi partners up with designers to have them interpret brand specific content in an artistic way. In 2014 Audi worked with Konstantin Grcic. Creative idea and description: Grcic, supported by his assistants Jan Heinzelmann and Sami Ayadi, conceived the TT Pavilion, a small polygonal ‘building’ in wood and aluminum which incorporates seven original TT hatchback doors as wing-like entrances. For Konstantin Grcic, the Audi TT is a car that you drive from the city out into the countryside. He wanted to respond to this experience with a small building that stands as a remote destination to such a drive. Conceptually, he was interested in applying the high technology used in automotive manufacturing to an architectural context. Cars can be regarded as very sophisticated industrially produced pieces of architecture. They not only provide a protective shelter but also are perfectly equipped functional spaces for working, communicating and relaxing. The concept draws upon Jean Prouvé’s prefabricated houses. The free-standing TT Pavilion is mounted on adjustable pylons, allowing it to be installed in even the most imponderable terrain. Media Mix: image film, invitation of press, bloggers. Audio/video/lights: Podcast covering the event, uploaded on social media for internal and public use.

Staging and set design: the set design was conceived as a minimalistic stage for the two exhibits: The car and the TT Pavilion. The two objects were positioned face to face at the center of a high gloss white floor with a silver curtain creating a 180° back drop. By focussing full attention on the exhibits as ‘works of art’, the set design assimilates within the highly sophisticated context of Design Miami/ fair, which is a global forum for galleries presenting museum-quality exhibitions of 20th & 21st century design. Results: worldwide broadcasting of the project. 64 media professionals from 24 markets, 64 articles. 8,4 mio contacts. Successful target group communication in auto press, design, lifestyle, tech media and websites. Highly positive media feedback concerning the cooperation Audi – KGID: “The TT Pavilion combines art, design and industry”.

[ DATA SHEET ] Country: Germany Organiser: Konstantin Grcic Industrial Design/ Client: AUDI AG Date: June 16th - 22nd, 2014 Target: VIPs, collectors, designers, public Location: Design Miami/Basel, Messeplatz 1, Basel (Switzerland)

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Red City Objective: to prepare brand communication in the spirit of the campaign ‘Don´t be a maybe, be Marlboro’, in a form which was to be specific and natural to the target audience. Creative idea and description: the agency looked at what is the real world of a typical Marlboro brand product consumer, and decided to bring to the Bažant Pohoda Festival the Urban & Street. Through the activities that an average consumer can not normally experience, or does not have the courage to experience in his/her natural environment, the agency wanted to inspire and induce visitors to make the decision to experience something new directly at the Festival. With the use of architectural solutions, decorations and props, the agency created a single compact unit evoking the sense of a city with everything that belongs to it. All activities are built on the principles of decision making, in which the right decision brought with it a great, unknown experience.

Ongoing activities during the day were presented in the spirit of the brand campaign and were linked to the overall concept through Music, Dance, Graffitti and Lifestyle. These areas were represented by inspirational workshops. Results: during the festival, almost 13,000 unique consumers older than 18 years visited the Red City at the Festival Bažant Pohoda 2013.

[ DATA SHEET ] Country: Slovakia Organiser: Leopard Production Client: Philip Morris Slovakia s.r.o. Date: July, 2013 Target: young adult smokers aged 18-34 years, men and women coming from medium and the large cities

Location: Airport in Trencín (Slovakia)

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Audi Opening Event CES Objective: the subject mobility is being newly defined. It is about more than just connecting people to places - the drivers of tomorrow are connected! Where and how does a car constructor show that he has understood the future and is prepared for the digital revolution of mobility? Creative idea and description: at the most renowned fair for consumer electronics worldwide the CES in Las Vegas! Eventually, Audi wins the application procedure for the opening event, takes the spot of digital giant Microsoft and has the unique opportunity to present its best technical innovations to a completely new target group, the multipliers of the ‘next generation’ as well as to the international specialized press. In order to make an impression in the rather atypical environment of CES and to create buzz among the target group of ‘geeks and nerds’ for these technical innovations, already the casting of the presenter was a special highlight. Kunal Nayyar, loved by the audience and face of the American sitcom ‘The Big Bang Theory’, hosted the opening event. Audi’s innovative features such as ‘piloted driving’, the ‘laserlight’ or the latest high-tech solutions of the ‘Open Automotive Alliance’ - a cooperation of leading companies in the field of internet and electronics - could be presented on stage. Media Mix: parallel to the event at CES, Audi launched a classic tv spot, test drives for demonstrational purposes were offered at the outdoor area of the fair. Driving events in Las Vegas and a press conference completed the live experience. The digital universe was served via Audi’s blog, Twitter hashtags and Facebook.

Audio/video/lights: the staging was directed according to the recurrent theme and was as innovative and technically sophisticated. Laser, light, sound and media – like for example a transparent multi-functional touchscreen – emphasized the already on their own very impressive innovations. Digital solutions became a live experience on stage and were seizable. Staging and set design: the idea for staging and also for the design of the exhibition stand (made by the agency ‘table 13’) follows the idea of ‘Secret Labs’. A conscious dematerialized place in the round rather hectic and overloaded fair spectacle Ces offers the perfect space to focus completely on the technical innovations. Results: the brand became a talking point among a new target group and in an atypical environment – Audi became part of the cloud! International press reactions exceeded all expectations!

[ DATA SHEET ] Country: Germany Organiser: Pure Perfection Client: Audi Date: January 6th, 2014 Target: international journalists and CES visitors Location: Chelsea Ballroom, Cosmopolitan Hotel, Las Vegas (Usa)

[b2c event]

Dancergy by Electric Ireland Objective: to devise an innovative consumer participation platform which would top successes of 2012, while enhancing the festival goers experience, deliver a strong sustainability message, leverage significant positive Pr while engaging with a new community via online influencers. Creative idea and description: the concept centred on the fact festival goers are at Electric Picnic to hear music, to dance and have fun. Our all-engaging festival Hubspot ‘Dancergy’ housed 76 energy generating Dance floor modules and one giant energy meter to record the power created by the festival goers. The work was done with a Uk Solar Company to provide solar arrays and generators which provided all the power requirements for the tent. The generated power was stored in seven large battery cells located at the back of the tent. The event itself was 100% sustainable. Mr. Motivator the guest Mc had a number of packed dance sessions each day which drew record numbers to Electric Ireland’s Tent. 5,000 branded Led Xylobands were handed out over three days. The festival goers were asked to tweet #dancergy to power the Xylobands during Mr Motivator performances. Social media opportunities both pre-activation and during the activation including a ‘Digital Dance-off’. Media Mix: a 360 degree integrated campaign was executed six weeks before the event and comprised of Pr (press photo call); Online Campaign Outdoor and National Press; Social Media campaign including a ‘Digital Dance-Off’. Audio/video/lights: a concert style Pa system

provided cutting edge surround sound within the festival tent. Lighting was low emission to keep within sustainability parameters. A Led starcloth roof lined the marquee and over-sized disco balls suspended from trussing enhanced the always-on party atmosphere. The energy generating dance-floor was internally lit and changed colour throughout dance sessions again enhancing the atmosphere. Live camera relayed individual dance-offs to large projection screens. Staging and set design: the main stage area resembled a large Dj platform with an oversized retro Getto Blaster as the centerpiece and a branded backdrop. Two oversized energy meters left and right of the main stage allowed festival goers to see how much energy they were generating while on the energy generating dance-floor. Results: Dancergy was referenced in national media the next day as the highlight of the festival. Social media results included an overall reach of 2.7 million. 112,409 YouTube views, Instagram competition 149,545 video votes, Facebook 5,357 ‘Talking About’. A staggering 11,550 visitors to the website.

[ DATA SHEET ] Country: Ireland Organiser: Verve, The Live Agency Client: Electric Ireland Date: August 31st, 2014 Target: consumers (18 - 45) Location: Stradbally, Co Laois (Ireland)

[b2i / convention]

PwC - ‘The Lead’ Objective: to build internal pride and culture, and to bring the over 1,400 employees in 36 offices in Norway together for the first time; to launch a new, collaborative intranet platform, Spark. Creative idea and description: the concept was based around the name ‘Ledetråden’. This can be translated as the clue, the lead or the guiding light. In Norwegian it literally means the guiding thread. The employees were given leads for 10 months before the event took place. No-one knew that they were flying to Stockholm and going to create their own award show, ‘The PwC Award’. And the main attraction of the show? The employees themselves! Sweden’s most renowned motivational speaker Manuel Knight contributed to a fantastic start to the weekend. The full weekend was packed with activities including team building at the Waxholm castle – both physically and mentally challenging. The culmination was the PwC Award with a three course gala dinner. During the weekend more than 40 buses and 8 boats were used for transportation and the lead up to the weekend lasted for almost a year. Media Mix: necessary information was released in the form of clues at scheduled times. The clues were released through available communication channels like email, and the new, collaborative intranet platform, Spark. A weekly film and stories helped the staff became more involved in Spark. The build up went on from November 2012 until October 2013. The aim was also to trigger curiosity and build expectations for the event. Audio/video/lights: the stage was a play with the

logo and profile color scheme of PwC. It had a three screen set-up with effects like co2 blasters and confetti cannons. The stage also shifted between the different numbers to accomodate the creativity of the employees performing. Staging and set design: in Norwegian the concept name literally means the guiding thread. This had both a conceptual, functional and visual function. It gave the clues a visual consistency and bound the event together. The clues were delivered via Spark, invitations, design elements and other visual channels. The strongest clues were bracelets that were made by the organization Joy. This not only embodied an emotional value but also served as a ticket. Results: internal communications were strengthened and the new collaborative intranet platform was successfully launched in an unforgettable and original concept that made the employees themselves stars.

[ DATA SHEET ] Country: Norway Organiser: 27Names - Fieldwork Client: PwC Date: October 2013 Target: B2E / Business, employee Location: Oslo (Norway); Stockholm (Sweden)

[b2i / convention]

Jeep® Dealers Meeting Objective: to motivate, communicate new strategies, present Jeep® range to 900 dealers and build a strong team spirit and a real global attitude. Creative idea and description: to bring a dealer convention for the first time into a stadium, in an unconventional location, taking inspiration from one of the Jeep® brand’s main characteristics: this is the creative team’s key idea. The agency decided to construct a theatrical ‘dark-room’, so guests don’t feel as if they are in the Juventus Stadium grandstand. At the climax of the event, the Led set design rises like a curtain, revealing the true location to dealers: the pitch with the complete Jeep® range lined up midfield, seven slots facing, like a football team. This surprising dramatic effect is a signal for guests to take the field. The final picture represents all the participants in the center of the Juventus Stadium whose main sponsor is Jeep®, a field where victories and dreams come true. The event title is Together, Play at the next level, an opportunity to feel the meaning of working Together for the same goals. Prior to the convention dealers had the chance, for the first time, to test the complete range. Audio/video/lights: the set design comprises a 25-meter Led video surface, 2 levels deep, to allow the vehicles to drive across the stage. Led screens created a customized setting for each vehicle, with high-impact video and speech support contributions, designed to be run on three screens simultaneously or separately. The audio system is connected to the stadium’s system, for sound continuity from inside the plenary to the football pitch, providing an immersive,

engaging sound experience. Staging and set design: in just three and a half days, a layered structure was built directly over the Juventus Stadium grandstand, 18 meters high and 25 meters wide, 250 sq.m with Led wings two levels deep, to allow vehicles to drive through. A 30-meter ramp on each side with 25° gradient allows vehicles access to the stage. Midfield, on the grass, a giant carpet bearing the Jeep® logo and the seven slots grill is a great context for product placement of the vehicles. Results: a unique experience, a truly motivational event full of values. Inspired speeches enriched by exciting video supports. An unexpected climax to build team spirit and reinforce the messages, designed to make them feel protagonists, ready to take the field to face the market challenges together.

[ DATA SHEET ] Country: Italy Organiser: Alessandro Rosso Incentive | Havas Events Milan Client: Fiat Group Automobile - Jeep® Brand Date: July 1st – 4th 2014 Target: 900 Emea Dealer (2 back-to-backs of 450 people each) Location: Juventus Stadium and Balocco, Balocco Circuit, Turin (Italy)

[b2i / convention]

speakers and then aired special broadcasts. Specifically shot video clips were shown during the entire course of the convention. Staging and set design: backdrop measuring 42x11m. Semi-circular stage measuring 28x12.50x1,2m, with inserted circular stage measuring 12m in diameter, inclined to the floor, with Led floor top and Rgd strip-Leds. Two sliding and rotating motorized totems measuring 3,5x6m, with four faces: two with Elidy 3.7 Led screens and two mirrored. Black lanes reach out to the floor, with strip-Leds, converging on a mirrored suspended circular station holding a cube of screens. Results: all seats of all categories at the Forum were occupied, with over 4,000 Banca Mediolanum financial advisors in attendance. Very high emotional involvement and demonstrable appreciation received in the following days. Professionally, a full success in narrating the important concepts to be expressed.

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: March 11th, 2014 Target: sales network, managers and employees, guests and journalists by invitation

Location: Mediolanum Forum, Assago, Milan (Italy)

[b2i / convention]

Mediolanum Music Box Objective: an opportunity for team-building and artistic expression for employees, who perform in a non-professional context. It is a chance for togetherness and fund-raising for the Mediolanum Foundation. Creative idea and description: a format half-way between a talent-show and a musical , the aim of which is to showcase the artistic gifts of Mediolanumâ&#x20AC;&#x2122;s employees. Set in a New York club, the Music Box, the show begins with a spectacular signature theme, followed by nine live performances representing important stages in the history of pop music. The talent-show aspect of the event was represented by the fact that the public voted by text message for a winner, to whom a trophy was awarded. All of the performers were selected through a casting process presided over by a jury headed by the artistic director. During the two-hour long show, performances were interspersed with flash mobs, comic sketches and a high-impact off-competition musical number. The show ended with a complex, moving signature theme performance. Preparation took eight months of work, with four months of weekly rehearsals. Media Mix: the evening was recorded through multi-camera filming with the aim of creating a professional dvd to be distributed to participants. Pre- and post-event video clips showing preparation and the outcome of the show were published on the Banca Mediolanum YouTube institutional channel, viewable by the entire Internet public. Audio/video/lights: a combination of live performances, choreography, ad hoc video clips shown

as backdrops, themed stage sets, costumes and light designs. The songs were rearranged for the show. Scenes, audio, video and lights were all designed to emphasize the spectacular nature of the performances. Staging and set design: theatrical stage setting designed to serve and specifically emphasize the spectacular aspect of performance by supporting the musical narration, together with the design and use of costumes. Stairs useable in movement, projections, columns with motorized platforms for direct interaction and actuation by dancers. Useable counter with retractable steps and rotating platforms revealing different scenes. Motorized structures lowered from the ceiling structure for special effects. Sliding Lurex curtain. Results: Teatro della Luna sold out with 1,450 spectators. Music Box met with strong involvement and enthusiasm on the part of the public, which saw it as yet another example of Mediolanumâ&#x20AC;&#x2122;s uniqueness. It also raised considerable funds for the Foundation.

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: December 17th, 2013 Target: employees and directors, spouses of executives and relatives and spouses of performers. Participants: 1,450.

Location: Teatro della Luna, Assago, Milan (Italy)

[b2i / convention]

Boston Scientific Emea Sales Meeting 2014 Objective: to design an event (form and content) that will support the senior leadership strategic messages; to take BSCi global transformation plan into account (2014 being the 3rd year / step since the implementation of the plan); to make it fresh and surprising each year; to deal with events within the event. Creative idea and description: 2013 edition was held in Oslo, Norway and was a tough year: early implementation of a global transformation plan, great market pressure and new senior leadership. The agency came up with the ‘+ Factor’ concept along with the tagline ‘Transform to Outperform’, to support this idea of all the individuals (Sales Rep) gathered and united towards a common goal. The event was a success and 2013 a great year for Boston Scientific. With these new conditions in mind, the agency developed the ‘Accelerate’ Concept in Monaco with 3 main purposes: 1 – To align the event overall message with the next step of the transformation plan: Keep the good pace, don’t hold back; 2 – To deliver a concept that will easily be personalised by each division (6 in total), while guaranteeing the coherence of the main idea overall; 3 – To give a nod to the destination: Monaco is known for its F1 Grand Prix, and in 2014 the Emea President arrived on stage driving a F2000 race car on the corporate opening plenary session. Media Mix: pre-event online teasing campaign:

emailing and video teasers online for a 3 steps teaser revealing the destination on a dedicated website; online secured platform for all project managers from BSCi (corporate and divisions) to download production documents, medias, branding items, etc.; video footage and live edit of the whole event for a display on the very last plenary session; various prints from brochure to giant coverage of the main venue (Forum Grimaldi). Audio/video/lights: a lot of events with a lot of different setups, from the smallest (16:9 screen and video projector, speakers and mics, stage lighting) to the biggest (watchout & spyder projection, 3 video projectors in plenary). Staging and set design: biggest set was for plenary session with a taylor made screen in 3 parts, 22x7 m. Cyclo at the back and motors for backstage reveal (show purpose).

[ DATA SHEET ] Country: France Organiser: CREATIVE SPIRIT Client: Boston Scientific International Date: February 6th - 8th, 2014 Target: internal - sales representatives Location: Monaco (France)

[b2i / convention]

Paving the way with our clients Objective: to present the 2014 strategy for the Sagres, Heineken, Luso, Desperados and Affligem brands in an extremely impressive manner and in such a way as to ensure that all those attending would feel a sense of involvement and commitment to the goals and strategy of each brand. Creative idea and description: for the 4th consecutive year, the Convento do Beato was the setting for the Central de Cervejas annual convention. Something totally out of the ordinary was needed to ensure the desired impact on the audience, so the venue was transformed into a fashion catwalk where the speakers were able to shine and truly put on a show for the audience. The dinner concept was ‘Dinner of the Brands’, and here each brand ‘sponsored’ a different kind of food appropriate to their characteristics and/or nationality (e.g. Sagres: Portuguese appetisers; Luso: sushi; Heineken: Dutch and festival food). After dinner, the guests returned to the meeting area for the Sales Excellence Gala, at which the best sales people of 2013 were awarded prizes. The event ended with a concert by one of Portugal’s best-known singers, Rui Veloso. Media Mix: the invitations were personalized, sent and managed through a digital platform. Every access card featured a unique code and these were entered into various prize draws, giving participants an opportunity to win great prizes such as tickets to Rock in Rio and the final of the Champions League, or even a trip to the 2014 World Cup. Audio/video/lights: designing the audio-visual project for this event was particularly challenging,

due in part to the setup itself and in part to the fact that the event consisted of three distinct parts in a single venue: the Brands Presentation, the Excellence Gala and the Concert. The equipment all had to be hung on a 25m central truss and programmed for the meeting and the concert, in accordance with Rui Veloso’s technical rider. Staging and set design: for the meeting area, two bleachers were set up providing seating for 600 pax and a projection scenario of about 500 sq.m was created, which included screening images on to the catwalk where the speakers gave their presentations. The setting for the buffet dinner featured various themed areas. Results: the combination of setting and programme was so effective that all 600 guests got to know each of the brands present and got a general overview of the strategy that each brand would be employing in 2014.

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Heineken Group in Portugal (SCC – Sociedade Central de Cervejas e Bebidas, S.A.)

Date: March 21st, 2014 Target: staff, customers and partners Location: Convento do Beato, Lisbon (Portugal)

[b2i / convention]

Power For Pioneers Objective: to share information, get up to speed on the knowledge of projects and strategies. Edison has a history of pioneering that goes back for 130 years, but it also wants to look ahead. This event has enabled us to look at the state of business, share the results achieved and future challenges. Creative idea and description: the title ‘Power for Pioneers’ was the leitmotiv for the day, with the aim of centring attention on the relations between the company and the future. The first part of the day, which opened with a speech by the ceo, featured 6 workshops, held by internal speakers, with the assistance of Future Concept Lab researchers. In the afternoon, during the plenary session, talks by Edison managers alternated with others by external professionals, moderated by the futurist Francesco Morace. During the workshops and the plenary session the management was actively involved using a remote voting system. Media Mix: save the date sent to management. In www.conventionedison.it, the participants were able to select 3 out of the 6 workshops offered, confirm registration after receiving a direct invitation from the ceo, find the agenda, logistic information and the contents of the convention. Audio/video/lights: music containing the word ‘power’ was selected, in line with the claim: ‘People have the power’ (Patti Smith), ‘I’ve got the power’ (Snap), ‘The power of love’ (Huey Lewis). Video: Walk in, starting theme, intermediate theme, emotional video, post-production and infographics inserting No. 8 videos supporting the workshops, event conclusion

video. For the plenary meeting there were: 1,000 w PC projectors, 750 w profile spots, floor operated motorised spotlights, small stage with Harry spotlights. Staging and set design: the workshops rooms were fitted out with furnishings in different design styles and colours, with an ‘unstructured’ layout in which the audience also took an active part. Plenary meeting: panels and mobile elements were used, to create an unstructured and innovative mood. Edison Experience: creation of corners in the shape of a + in which Edison projects developed. At the centre a revised ‘round table’, inspired by tv talk shows. Results: 515 participants (over 70% of the people invited). Over 55% of participants has replied to the feedback questionnaire. Of these, 96% found the event extremely useful. In a scale of 1 to 5, all the various event components reached a vote of between 4 and 5.

[ DATA SHEET ] Country: Italy Organiser: Edison with the co-operation of Alessandro Rosso Group Client: Edison Date: May 28th, 2014 Target: Edison Management Edison (senior and middle managers) Location: Stella Polare Conference Centre, Rho Fiera, Milan (Italy)

[b2i / convention]

The World of AXA Objective: for the company AXA Czech Republic and Slovakia, the Event Arena agency organized a traditional company gathering for its employees from the whole Czech Republic and Slovakia. The objective of the event was mainly to support in an emotive way the loyalty of the employees. Creative idea and description: the event itself was unique mainly on account of the space where it took place â&#x20AC;&#x201C; the multifunctional auditorium Gong in Ostrava. The Gasholder Gong is a part of national cultural heritage and it was constructed by the VĂtkovice Machinery Group in 1924. The new unconventional premises of the auditorium were

created through a sensitive installation into the original gasholder construction and they are being used as a place to hold conferences, concerts or exhibitions. Even just a simple visit to the place makes the participants feel exceptional and extraordinary. The working part of the programme consisted of several panels of presentations prepared by the company representatives working for the different company departments. The agency prepared many technical gadgets, video recordings and presentations for the company. Some of them could only be watched with the use of special 3D glasses. This was followed by an informal programme full of games and entertainment. Results: the event was assessed by the company employees as the most interesting as well as the most attractive ever.

[ DATA SHEET ] Country: Czech Republic Organiser: Event Arena, s.r.o. Client: AXA Czech Republic Date: February 25th, 2014 Target: 800 employees Location: Auditorium Gong in Ostrava (Czech Republic)

[b2i / convention]

Oriflame Cis Gold Conference 2013 Objective: in 2013 Oriflame wanted to strengthen the communication of its premium line. It was for this reason that Paris was chosen, to offer the participants an experience based on the glamour, elegance, fashion and art. Creative idea and description: Eventisimo created a claim that sums up the idea of the creative event: ‘GL’Amour’, a mix of glamour and L’Amour, the symbolic two flags of the French capital. The proposal consisted on a tour through the elements that converted the city of Paris in a world reference in regards to fashion, glamour and also love. A total experience: artistic, sensory, emotional, passionate, and filled with luxury, glamour, fashion and entertainment. The attendees were able to enjoy a candlelight dinner in a romantic Bateaux-Mouches, exclusive tours of the city of light were conducted and they were the protagonists of the two major events of the week: the Welcome Rally and the Gala Dinner, events produced 100% by Eventisimo. Two events in which the business presentations were inserted in a package program filled with performances, musical concerts, cabaret, spectacular choreographies, guest stars and all of this accompanied by the presentations and awards for the best sales people. Audio/video/lights: the two greatest moments of the event were the business conference and the gala dinner. Two great live shows of 6 and 4 hours of duration. 400 sq.m of projection screens, a large structure with 150 sq.m of leds screen, 700m2 of scenography and 150,000 watts of light and sound were installed, all for two shows with

more than 65 dancers, 20 acrobats, singers and models. Staging and set design: the professional conference had an impressive scenery of 400 sq.m to three heights, surrounded by a structure with 150 sq.m of led screens. Above, a huge screen presided over everything. Moreover, the scenery of the gala dinner was built to accommodate the characteristics of the historical building of the Grand Palais and dealt with more than 300 sq.m of surface in two large gateways and a central staircase lined with red carpeting. This design was inspired by the Parisian cabaret shows. Results: the client was very satisfied. It was very important to capture the hearts, minds and emotions of the crowd and judging by the feedback survey received from participants in Paris.

[ DATA SHEET ] Country: Spain Organiser: Eventisimo Client: Oriflame Sweden Date: August 16th - 19th, 2013 Target: sellers which have the greatest billing of Russia and the countries of CIS region (area where the brand is more widespread) Location: Palais des Sport and Grand Palais des Champs-Elysées, Paris (France)

[b2i / convention]

Maes Music Cargo Objective: social acceptance of Maes as a lager brand to be drunk with friends Recruitment of new Maes drinkers; further boost Maes as a self-confident & surprising brand; bring disruption without polarization; cargo context it’s very important that the agency emphasizes the link between Maes&Music. Creative idea and description: ‘Maes Cargo’ is a strong music campaign that provides a total experience to (future) consumers. This concept will help to make the link between Maes & Music even more clear, being present from June until October. Maes Music Cargo must be the central theme in everything that will be done. It is a 360° concept. Fast Forward events worked out 4 creative channels into successful events and activations: kick-off event to baptize the boat, activations throughout the country, festival booth and concerts. The ship is the central eyecatcher of the concept. The boat was ‘chartered’ for 4 months (June - September 2013) and baptized ‘the Maes Music Cargo’. The agency changed it into a sailing event area and concert platform. Next to this real boat the agency made a replica for the festival booth for 7 main Belgian festivals. The ‘grand final’ were the 5 concerts in September where the bands played on the boat while the crowd stand on the docks. Media Mix: Radio partner for the North: Studio Brussels. Radio partner for the South: NRJ. Social Media campaing through the Maes Facebook fan pages. Audio/video/lights: the Maes Music Cargo was a floating event space. For the activations throughout

the country the agency had a small set-up. Music and light for approximately 100 pax. For the music concerts the agency added a construction with cargo containers on the deck of the boat to change it into a concert platform. Professional sound and light set-up for a crowd of 2,500 to 3,000 people. Staging and set design: the biggest challenge was to change the backwater boat into a floating event area. After a long research the agency found the boat and chartered it for 4 months. It was painted in the Maes blue color, the deck of the ship was changed into a concert platform and the agency branded it ‘Maes Music Cargo’. A backstage and dressing room for the artists was created in the hold of the ship. Results: 7,500 pax (activations); 500,000 pax (festivals); 12,500 pax (concerts); Brand health ytd ‘13 vs ‘12: 12,2%/14% (Maes awareness TOM), 17,8%/23,1% (Maes preference), 21,7%/24,5% (Maes drunk last month).

[ DATA SHEET ] Country: Belgium Organiser: Fast Forward Client: Alken-Maes Date: June - October 2013 Target: music lovers & beer drinkers Location: 20 locations in Belgium

[b2i / convention]

Altadis Annual Convention 2013 Objective: to define the strategies for next year and motivate the team to make a great quality growth. Creative idea and description: Concept: go up. Thematic: our spaceship destination to a new universe. Launch-pad: the new products. Destination: Marketing planet, Human Resources Galaxy and Finance Satellite. Crew: the managers. High Technology: for an optimistic team that celebrates their exits because their expansion has just started! The entrance tunnel became a space finger where the sound effects, lighting and projection invited the guests to come into the spaceship where the meeting took place. In just 48 hours, 4 different scenes were created in one same space: the spaceship, a TV set to hold the team building, a restaurant in the middle of the universe, with 50 led balls and lighting that allowed the multiples textures of the different planets to be represented and the most futuristic disco with an alien bar where the galactic cocktails were served to the rhythm of a new DJ concept: the video jockey. Four different formats for a unique meeting: a spectacular journey. Media Mix: on-line communication based on 7 e-mailings with a link to a microsite in the pre and post event. Pre event: Apply form, hotel checking and issue the tickets. Games to train as an astronaut, travelling recommendations, and tickets sending. Post event: speaker’s Presentations ,resume video, photos and feed back apply form. Audio/video/lights: using Videomapping 3D,we transform the infrastructure of the hotel, projecting onto domes, handrails,floors,balconies and

walls. We also use follow spotlights, hazen smoke machines,interplanetary beings,meteorite showers and zenithal lights that simulated the heavens. A circular space with a central curve screen of 20x8,5m and 38 ceiling lights representing the texture of the moon. In main moments, projections rises to the balconies of the 4thfloor and in the huge dome with more than 25m of diameter. Staging and set design: scenery based in a spaceship. Video mapping and laser show for the kick- off of the spectacular convention. A capsule made in glass with smoke and zenithal light that simulated the teleportation of the speakers than entered characterized to the stage. Outdoor teleportation lifts. An entrance tunnel with laser, smoke, madmapper and spectacular sound and lights, thanks to the effects of 20 pixel lines and work loudspeakers. Results: improving the team spirit and pride belonging, we reach more motivation and consecution of the objectives planned for next year.

[ DATA SHEET ] Country: Spain Organiser: Grupo Sorensen SBA Client: Altadis Date: November 27th, 28th, 29th, 2013 Target: 400 employees Location: Seville, Hotel Barceló Renacimiento (Spain)

[b2i / convention]

Audi Dealer Meeting 2014 Objective: guests had the opportunity to learn further about Audi strategy, strategic content as well as dynamically experience the new A3 e-tron. A further exclusive look at the future model line-up was additionally designed to motivate dealers to further investment in the Audi brand. Creative idea and description: Audi staged the ‘Edge of Time’ event in a former power plant. 24 clocks symbolizing time zones simultaneously moved to 12:00: time stops and a secret model descends bathed in bright light. At dinner, a working 12x12m clock projection showed a new dimension in time. The opening of the Audi Bar brought guests back to real time in Berlin. Live acts, large-scale films about time and a diverse lighting concept complete the evening. Guests learned about four brand assets at Tempelhof Airport: Audi quattro, Audi ultra, Audi technologies and Audi Sport, and saw the showroom of the future. Dealers also enjoyed an Audi driving experience on the 15,000 sq.m apron. The strategic speeches were followed by the highlight – the secret product show called The Edge. Each chapter was assigned to a communication theme and explored in a film that accompanied the 17 vehicles showcased on a stage of rotating mirrored prisms. The mirrors opened and expanded the room, creating unique perspectives. Media Mix: a dynamic clock installation, oversized projections, lighting aligned with specific event themes and changes in pace allowed the guests to explore a new world and dimension at this evening event. The interplay of dynamic movement, film, lighting, laser and sound – multiplied by endless reflections given by the mirror prisms – revealed the special features of each model at the

product show. Guests had the chance to experience an entirely new kind of audiovisual performance. Audio/video/lights: high-speed films, some artistic, some technical in nature, were projected along the entire length of the room, creating specific moods together with changes in lighting and the impressive scope of the event location space. Five of the seven rotating mirror prisms included a 7x4 m LED panel behind spyglass. Rotations, lights and laser effects created new and unique dimensions. Staging and set design: a heavy-duty crane lowered a vehicle on a 50 sq.m platform into the Kraftwerk. 12 projectors show images on curtains over 1,200 sq.m. Guests dine at long tables, in a hall with 20 m-high ceilings. The product show and exhibition were set in 2 hangars. The stage with 7m high mirror prisms made the room seem endless. Another feature was the world’s largest rollable screen. Results: a survey among the guests yielded very positive results (marks 1.0-1.5). Partners and departments also provided great feedback to generate and implement learnings for future events.

[ DATA SHEET ] Country: Germany Organiser: Audi Client: Audi Date: May 7th - 14th, 2014 Target: dealers and importers Location: Berlin (Germany)

[b2i / convention]

The Relay of Sweden 2013 Objective: to get a healthier organization. In numbers, the goal was set to a 10% increase of employees perceiving good health, i e 190 of Atea’s 1,900 employees would go from sedentary to regular exercise. Creative idea and description: the solution to the health initiative, which was also the final objective, was to implement a relay throughout Sweden, through all of Atea’s 35 offices. Only with muscle power. 3,600 km from Luleå to Malmö in Sweden. 125 distances in 7 stages. Around the clock. This has never been done before. A Once in a Lifetime Project. To prepare for the relay virtual training camps were created. The employees were divided into groups of 15, with one group leader/group whose task was to support and inspire teammates to regular exercise. These groups were competing with each other in a set-up where each employee could report up to 120 minutes operating each day based on their circumstances. These training camps lasted for periods of eight weeks and was conducted three rounds before the actual relay and once afterwards. The Relay of Sweden 2013 got its own blue / yellow profile that goes hand in hand with Atea’s existing communication: ‘We’re building Sweden with IT’. Media mix: the site www.sverigestafetten.se was an important interactive platform where employees/participants were invited to create videos and pictures. An extremely powerful tool for Atea’s employer branding. Customers and partners joined and it became a unifying platform for even these audiences. Besides this there were live events and training camps, a customized app, social media, special made tv programs on national TV4 and pr.

Audio/video/lights: the relay was filmed and photographed to be posted on www.sverigestafetten.se and in social media. Since the relay was around the clock everybody wore headlights during the nights. As audio was concerned there were com radios to coordinate everything and a megaphone was used at every start and finish line. Staging and set design: every distance had branded stages on the start and finish lines as well as beach flags along the way. The common theme in all branding of the event were the colours of the Swedish flag. The reason for this is that Atea’s pay off is ‘the Swedish national team in IT-infrastructure’. There were six branded cars driving through Sweden during the two weeks of the relay. Everything was produced to be portable and easy to fold. Results: altogether 5,000 people were active in training camps, of which 1,900 employees, 1,000 customers and 2,000 partners. They recorded 290,000 training sessions and 16,3 million training hours. The objectives Good Perceived Health increased with 35% and Regular Physical Activity increased with 30%.

[ DATA SHEET ] Country: Sweden Organiser: Minnesota Communication AB Client: Atea Sverige AB Date: August 23rd - September 5th, 2013 Target: employees, partners and suppliers Location: Sweden

[b2i / convention]

Sol Independence Day Objective: to convince attendees of business potential of SOL; to provoke marketers to take action in their country, based on new & innovative marketing methods; to create a unique business event, that will touch, inspire and move people in such a way that a new standard for corporate Heineken is set. Creative idea and description: a chronicle program of touch points that ignited attendees to assert their freedom. 88% were sceptical of Sol at first, thus Move carefully designed trigger experiences to change the audience’s mind. The location was a former military fortress on an island, which enhanced a truly revolutionary experience. It was transformed into The World of Sol, creating full brand immersion. The interior design was based on Sol’s heritage: the Mexican Revolution. Move used Method-Acting and specifically designed interactive experience rooms instead of PowerPoints to present new marketing behavior. Local entrepreneurs; like innovative barbers, biker shops and food truck chefs presented their creativity to inspire marketers. Business strategies were translated to real-time experiences. All attendees were asked to join and 94% signed their personal Declaration of Independence (1% club). Media Mix: 360-crossmedia-approach: digital, sensorial and affective instruments, like brand relevant pick-ups at airport, hotel room transformation, monocle print cover, branded wall design, logo design, interactive website, special developed videos and posters. Move custom made many products to enhance the world of Sol from brand styled sitting crates and bicycle crates to Sol napkins, towels and even Sol branded Greyhound buses.

Audio/video/lights: a special soundscape was composed, using voice and music. Films and image projections on the walls and ceilings provided visual and engaging stimuli. Printed materials and screens were used to involve the audience. The fortress was lit up with special lighting and the decorations created a very emotionally compelling Sol environment. Staging and set design: a raw genuine living room environment, in all rooms and halls, creating a Placeof-Revolution. Vintage furniture, characteristic lighting, marker elements and custom made objects were used to create an atmosphere of freedom. Move re-built 20 live food trucks inside the fortress to create authentic and real-time street food experiences. In the evening, Move changed an original family townhouse in Amsterdam to an evening venue, with dinner and live entertainment on a premium level. Results: Eg. post event 94% of the participants were convinced of Sol’s business potential vs 12% prior to the event. On behavioral changes: 3 CMO’s revised their strategies, 4 countries developed new campaigns.

[ DATA SHEET ] Country: The Netherlands Organiser: Move People & Experience Communication Client: Heineken Date: October 12th, 2013 Target: regional mktg directors and brand managers Location: The Netherlands: Hotel Aitana and a townhouse (Amsterdam), Fortress Island (Ijmuiden)

[b2i / convention]

We Are Giants Objective: to create a collective pride, welded employees together, and to create buzz within the industry, that built a strong company culture and true brand ambassadors for the future. Creative idea and description: Nine Yards began by addressing the employees, making them a part of the concept and the event from day one, allowing them to speak their mind and state their expectations and dreams. It was of most importance to discover what would make the employees, Generation Y, soar and create communication and brand experiences that really moved the target audience. ‘We Are Giants’, far from the one-off celebration, is a truly interactive experience, an attitude and a team building game-changer. Employees were invited to vote for artists, take part in challenges and listen to especially composed theme songs. And everything was based on the Elgiganten values and the belief that ‘everything is possible’. 2,200 people were invited to a gigantic music festival with activities and concept rooms, all tailored to suit the needs of the employees. 20 musical acts contributed to making it a collective fiesta filled with friendship, fun and a sense of optimism and success. Media mix: a web site was created in order for the employees to follow the build-up. The site served as a hub for communication and sharing of music and videos. It was designed with a strong and unique logo and graphical design, all to strengthen the community feeling. Through a Facebook page the communication was about building the expectations. It was/is the place for the employees to connect to each other. There was a constant and active presence on Instagram, twitter and spotify.

Audio/video/lights: a rough and totally empty, old aircraft hangar worked as venue and the aim was to create the right settings. Five stages were build from scratch with high end scene technique. Sound and big live projections laser effects, pyrotechnics and specially designed light rigs were used in addition to lights. Staging and set design: the challenge was to find a natural flow between the different rooms, the five smaller stages and the main stage, in order to maintain a smooth, positive feeling for the 2,200 employees throughout the event. The festival took place both indoors and partly outdoors, and partitioned between activity areas, mingling areas and experience areas. Everything to convey a sense of belonging that invited them to meet new people within the company and get new impressions. Results: surveys show that 60% of the employees, after the event, feel more engaged with their work whereas 52 percent have a clearer view on how ‘everything is possible’ relate to them, personally. 2,200 Instagram posts, average score on Facebook was 4.9 and the official movie has close to 5,000 views.

[ DATA SHEET ] Country: Sweden Organiser: Nine Yards Client: Elgiganten Date: May 15th, 2014 Target: employees Location: Stockholm (Sweden)

[b2i / convention]

Challenges and responses. 360 Objective: to meet the C generation, choice. To present the future in an innovative way and show how it affects the communication plan for the brand. To increase employee awareness of the need to focus the business and its communication not only from within but with everything surrounding it. Creative idea and description: to present all Repsol’s business challenges and responses, SCP proposes extending the angle of vision from all areas of business to 360º. 360º Marketing gives the brand image a new twist, giving it added value. The main element that the event turns on is ‘Smart People’: trends, social media, entrepreneurship and new behaviors of customers. To do this, a giant sphere on which the effects created suggesting the symbol of ‘loading’ was used, symbolizing the idea that Repsol Deac is constantly being renewed. This scenery invites attendees to discover new business challenges. All of this, together with an audiovisual production with over 100 videos creating the 360º and a space from which speakers represent the epicenter of the digital world and the 360º , synchronized with the 100m sq surface on which it is projected. Audio/video/lights: HD TV camera mobile unit. 6 cameras Lights, leds Microphones and 5.1 sound Video Mapping projection system 4 x 26,000 lumen projector Barco Folsom multiprojection system 105 1080 HD Videos at 4K resolution 2D/3D virtual stage design and animation at 4K digital resolution 2 satellite (data & video) outputs Video Streaming output to sales teams, teleworkers, service stations, offices and hotels Audio and video for signal

reception in 14 cinemas. Staging and set design: the scenario was composed of several elements forming a sphere to produce the 360º. Furthermore, there were 3 rings emerging from the sphere to get closer to the audience. Immersive virtual scenarios demonstrating how technology can help simplicity and achieve unity, transformation and evolution. Results: using new means of communication: the technological market. Cost-saving. Greater range of reach and involvement. Attracting the attention of the marketing network by using innovative stage and video techniques. Very positive satisfaction questionnaire, with better results than in previous years.

[ DATA SHEET ] Country: Spain Organiser: SCP Client: Repsol Date: March 18th, 2014 Target: directors and employees of commercial area Location: Palacio Municipal de Congresos, Madrid (Spain)

[b2i / convention]

Repsol Chemicals 2018 Objective: company directing committee report on Competitiveness up to 2018 with these three premises: Globalization, Differentiation and Efficiency. The event was intended to present the year 2018, a real and near future, to all employees through the script, videos and set design. Creative idea and description: the event employed one of the most representative symbols in chemistry, the molecular structure, turning it into a technological sculpture in order to explore the three premises of the event. This design was not of an actual chemical compound; rather it was an allegory of the company, a structure that represented a formula in the process of growth, and a union in which each piece was essential to for it to be sustained. The event was broadcast via streaming from Madrid to the various sites in Spain. The high percentage of streaming viewers led us to use a more visual format: the convention was to become a TV show where everything is seen through a screen, where the duration of each action should be varied and short.

Another function of the sculpture was to create a real 3D element that interacted with the screen and so the images would emerge towards the audience in a different way from the traditional. A new version of mapping. Audio/video/lights: hd tv mobile camera unit. 4 cameras. 1 travelling Led Software in molecular sculpture. Microphones and 5.1 sound Video Mapping projection system. 3 lumen projectors. Barco Folsom multiprojection system. Watch out system. Video Streaming and satellite outputs to headquarters. Audio and video signal for reception in 4 venues. Staging and set design: the only element onstage was the molecule whose atoms and their unions were built of plastic (part of Repsolâ&#x20AC;&#x2122;s chemical business) with internal Led video. This element interacted with the display screen. Results: the communication objectives were achieved. Employee satisfaction by creating an experience through innovation, storytelling and technology. Differentiation and efficiency by utilizing technology throughout the convention. Using the minimum number of elements in order to be environmentally friendly.

[ DATA SHEET ] Country: Spain Organiser: SCP Client: Repsol Date: September 26th, 2013 Target: 600 employees of Repsol Chemicals Location: Repsol Campus, Madrid (Spain)

[b2i / convention]

‘Hola España’ Aetna Awards Celebration Objective: the recognition and celebration of the top 2014 performing employees of the company. The whole program is the final award component of the Aetna annual motivation sales campaign, the perfect celebration environment where the management and winners interact promoting the corporate culture of Aetna. Creative idea and description: the conception was an ongoing celebration in which all individual events were bound by a common idea showcasing local character and culture. The modern urban spirit, the history and sea culture, local and national folklore, all reflected and perfectly mixed in three celebration acts, the welcome White Party at the Hotel Arts, the formal and Award Gala at the Maritime Museum and the final farewell party at the National Catalan Palace. Two unique custom made artistic productions were created for the program. The Acuiris Show at the Barcelona Maritime Museum, a subtle underwater mysterious act with the Mediterranean goddess Tanit and her sea dancers, electro luminescent sea porcupines, pearl and wave dancers, standard and Led jugglers. The Cyber Flamenco performance, fusion of the world renowned quintessential Spanish artistic and cultural icons with state of the art laser technology creating a very visual and energetic experience that has never been produced before. Audio/video/lights: using state of the art equipment

and the latest laser technology to create breathtaking event environments. Staging and set design: all elements in perfect harmony with the venues aesthetic, enhancing and producing the necessary movement and volume harmony needed for a perfect set up. All decor elements based and inspired on the local themes with modern twists. Results: this program has been the client’s best recognition and celebration program in the history of Aetna. The participants rated the whole event with a 9,6 in their after event satisfaction survey, creating a strong motivational impulse for the upcoming recognition campaigns.

[ DATA SHEET ] Country: Spain Organiser: Spaintacular DMC Client: Aetna- McVeigh Associates Date: June 2nd - 6th, 2014 Target: Aetna top performing employees Location: Barcelona (Spain)

[b2i / convention]

Diageo Together We Will Objective: to bring 2,000 employees together for the first time and unify them as one successful entity. Creative idea and description: the agency devised innovative ways of showcasing new products, new strategies and new internal programs. The venue had a number of logistical problems. A room to seat 2,000 people cabaret style & 20 breakout rooms was needed. After many floor plans the agency came up with a workable solution which allowed to create a stage set in the plenary room which was 100m wide & 8metres high. The agency knew that to capture attention from the time delegates entered the room in Barcelona and make them believe that this was bigger than any Diageo Conference they had been to, it had to have an epic opening sequence. An ‘Innovation & Reserve’ night which showcased new products and luxury ‘Reserve’ brands of Diageo was created. The innovation area was housed in 6x20m domes with a 10m circular Baileys bar as the centrepiece. On the second evening the agency hired Spanish Village, Poble Espanyol. Overnight a concert stage and lighting rig for a surprise performance by the Manic Street Preachers has been built. Media Mix: this was an invite only conference for commercial employees from Diageo so therefore there was no requirement for a media campaign to support the event. Audio/video/lights: the 100m set allowed us to create an epic opening sequence clearly visible for each delegate within the room. Working with our AV Technicians and animators the agency created 3D Projection mapping content across the entire set. The

animation consisted of each country appearing out the map of Europe with Diageo employees photos flying out from their country. This continued to build until all countries were shown and culminated in the entire 100metre set tiling into each delegates photo framed. Staging and set design: 100m Conference backdrop with full 3D Projection mapping. This was used for the ‘Wow’ opening sequence which reinforced the message that this event was something a Diageo employee will never have experienced before. To get away from the usual ‘death by powerpoint’ conferences the agency devised a presentation solution which was entirely visual with virtually no text during each presentation. It involved many hours with each presenter and the design studio but the end result was spectacular. Results: one year on and this event is still been used as a motivational tool by Diageo Western Europe. Footage from the Barcelona event will form a large part of their opening video for their F15 Conference in September 2014 reminding delegates of the friendships and commitments they made at the 2013 event.

[ DATA SHEET ] Country: Ireland Organiser: Verve, The Live Agency Client: Diageo Date: September 17th-21st, 2013 Target: employees across Western Europe Location: Barcelona (Spain)

[celebration / festivity]

70 anniversary of Normandy Landings th

Objective: to stand a tribute to the millions of soldiers, civilians, victims, members of the Resistance who fought for peace; to give a strong message to the youth insisting on the duty of memory Remind that the European Union has been created to fight against the atrocities of the World War 2. Creative idea and description: the historical events are retraced in chronological order but also through the real-life experience of human stories. Divided in 4 acts, the show traces the occupation of Europe, the Longest Day, the long road to victory and finally the paths of peace and the European construction. The archive films are shown simultaneously on 3 giant screens, with the voice of the commentary in off, punctuated by extracts from memorable speeches. The emotional music accompanies the choreography: the dancers, together with 400 volunteers & 150 children of Normandy, take up their positions on stage. Some pyrotechnics fill the sky with monumental images, both symbolic and spectacular. Media Mix: international media relation digital (website, social media relation). Audio/video/lights: the historic movie was written and realized by Patrick Rotman, historian, scriptwriter and director. Constituted exclusively by archives images, it is broadcasted on 3 giant led day screens for a total 200 sq m. Mostly archives images are different and complementary in the 3 screens.

A multidiffusion sound system is set up inside the grandstands to let the stage pure, a sound disposal to amplify sound effect. Staging and set design: only geometrical and instable forms, imitating more or less buried concrete blocks, stand out the landscape and suggest the Atlantic Wal. In the 1st plan, a stage of 45 m of diameter with a map centered on the map of Europe represents the theatre of operations. The whole device occupied 115,000 sq.m on the beach with 3 grandstands for 8,000 people. The stage itself was 12,000 sq.m.An international press center was 5,000 sq.m. Results: worldwide media fallouts congratulations from the heads of state (Franรงois Hollande, Barack Obama....)

[ DATA SHEET ] Country: France Organiser: 27Names - Magic Garden Client: French Ministry of Defence Date: June 6th, 2014 Target: 8,000 spectators: veterans &family from 21 countries, 21 heads of state & governments, secondary school pupils), 1,000 international journalists, 1 billion viewers Location: beach of Ouistreham (Sword Beach), Normandy (France)

[celebration / festivity]

Emmaüs, 15 Anniversary th

Objective: to make this 15th celebration special; to create an event that engaged all employees and enforced the togetherness within the company. Creative idea and description: for this occasion, The Oval Office created an experience that was not only based on the core of the client’s business but was also executed in close collaboration with the client: the gigantic Emmaüs corn maze. A corn maze that symbolized the course of life: 60.000m² were people walked literally from the mother’s womb over the adolescence phase to the elderly phase of life. On a sunny day in April the maze was sown, together with the employees and patients of the Emmaüs facilities. This event created an instant wow-feeling. It generated excitement and was the kick-of for the communication campaign and the actual event later that year. In September the corn was fully grown and the maze was opened. Two weeks of festivities, live performances, animations, followed by a public opening. Media Mix: teaser campaign; pre-communication and communication referring to the event. A complimentary day was launched to create a ‘together feeling’. More than 200 compliments were send. A website was created 15jaaremmaus.be to raise awareness and was the registration and information tool for the event. A communication toolbox was created to help the 21 Emmaüs departments to make promotion. Audio/video/lights: because this event was in an agricultural environment and mostly during daytime, there was no need for special audio and

video equipment. The agency made sure that on the 10.000m² central event area it was possible to make announcements and play calm backgroud music when the mobile bands where not playing. Staging and set design: the concept of the event was a corn maze. This meant that the main attraction, the 60,000 sq.m corn maze, influenced the rest of the setting. In the 10,000 sq.m event area we used natural elements like straw bales as entry desks, real wooden branches for signalization and technical support. The catering stand where even decorated with corn. This all to make sure the event area wood blend in to the rural environment. Results: almost 6,000 people enjoyed this unique experience. The event created a togetherness amongst all employees. In addition the maze attracted a broad media coverage.

[ DATA SHEET ] Country: Belgium Organiser: 27Names - The Oval Office Client: Emmaüs VZW Date: August 31st, September 1st, 4th, 5th, 7th, 8th, 2013 Target: all employees, their families, patients of Emmaüs (health and welfare sector), general public

Location: a corn field at Peredreef 5, Heist-op-den-Berg, Putte (Flanders - Belgium)

[celebration / festivity]

1813-2013: 200 years building San Sebastian Objective: to show the evolution of San Sebastian in the last 200 years in a lively and attractive manner, touching on its historical and cultural legacy, paying homage to the enterprising and fighting of its citizens. Creative idea and description: event, designed for the Town Hall, to celebrate the Bicentenary of the burning, sacking and reconstruction of the city during the Napoleonic Wars. The façade of the Town Hall was converted into a 700 sq.m screen to celebrate the splendor of the European Cultural Capital 2016. The staging combines light, music, images and special effects in 3D through the vanguard technology of mapping. The visual narrative is divided into three sequences. ‘Recalling’: a journey to the year 1813 that shows the tragic events which completely devastated the city; ‘Reconstructing’: the people of the town, united by civic spirit and hope, begin reconstructing San Sebastian; ‘Going forward’: people celebrate that San Sebastian is today a city overflowing with life and open to the world. Media Mix: press conference; conventional media (press, tv, radio) and online media (online newspapers, social networks, YouTube, etc.) were used to promote the event. Press: El Mundo, Diario Vasco, Noticias de Guipuzcua or Periodico Gara. Radio: Cadena Ser (Radio San Sebastian) and Tele Donostia. Audio/video/lights: such a spectacular staging made it necessary to use 8 Barco projectors of 22,000 lumens

each, an audiovisual production filmed at 4K resolution film, as well as 60,000 watts of sound. APD carried out a photometric study of the City Hall to be able to recreate to the millimeter and so that all of the images would perfectly coincide. With a duration of 10 minutes, the show was projected in 3 daily sessions. Staging and set design: 700 sq.m screen and a combination of light, music, special effects and images in 3D thanks to the mapping technique. Mapping is usually used over flat façades or those with few adornments and volumetry. However, through the use of warping technology, APD was able to multiply the realistic effect by projecting over the irregular stone surface. Results: 50,000 spectators watched the show during the four days. It was, moreover, a ‘neutral carbon’ event.

[ DATA SHEET ] Country: Spain Organiser: Acciona Producciones y Diseño (APD) Client: City Hall of San Sebastian Date: June 29th and 30th - July 1st and 2nd, 2013 Target: all local residents and tourists Location: San Sebastian (Spain)

[celebration / festivity]

Sochi 2014 Olympic Closing Ceremony Objective: the Sochi 2014 Closing Ceremony, ‘Reflections of Russia’ aim to showcase the country’s spirit, culture and heritage. It reflects on the immediate past – recognizing the athletes who’ve made the Games so memorable – and the distant past – celebrating Russia’s rich heritage. Creative idea and description: ‘Reflections of Russia’, celebrates the host nation’s spirit, culture and heritage as seen through its art, music, ballet, literature and circus. The words, images, hopes and dreams of the country’s greatest artists are brought to life to create a spectacular show. The Ceremony starts with a rowing boat gliding through the air, as if it’s navigating a night sea. Two clowns are sitting in the boat with Luba (meaning ‘love’ in Russian) who

was first seen in the Olympic Opening Ceremony. The world come to life as a village inspired by one of the paintings of Chagall appears to be floating upside down and a second village is projected on the floor. The Bolshoi and Mariinsky ballet, among the oldest and most renowned ballet companies in the world, are represented with two proscenium arches, and Soloists from them take on roles. Welcome also to the land of Russian literature. Marco Balich led the artistic executive production team of the Olympic Closing Ceremony. Results: as the UK newspaper Telegraph reports, the closing ceremony for the 2014 Winter Olympics in Sochi (Russia) was the most expensive ever staged complete with a crying bear and lavish fireworks. The ceremony was broadcasted on the main tv broadcasters worldwide such as Bbc, Espn, Nbc, Channel One (Russia).

[ DATA SHEET ] Country: Italy Organiser: Balich Worldwide Shows Client: CSA Games Ceremonies Staging Agency Date: February 23rd, 2014 Target: large public, worldwide tv audience Location: Fisht Olympic Stadium, Sochi (Russia)

[celebration / festivity]

Sochi 2014 Paralympic Opening Ceremony Objective: ‘Breaking the Ice’ is a joyous celebration evoking the spirit of Russia, and the importance of breaking down the barriers and stereotypes faced by people around the world every day. Creative idea and description: “Breaking the Ice” is a joyous celebration evoking the spirit of Russia, and the importance of breaking down the barriers and stereotypes faced by people around the world every day. Featuring music, dance and spectacular visual

effects, it showcases the excellence of artists with disabilities among an extraordinary cast of all ages and backgrounds. While poetic images portray the beauty and fragility of people who strive to go beyond their limits. The Ceremony culminates with a huge icebreaker entering the scene, signifying the opening of new channels of communication, tracing new paths for humanity and ultimately bringing everyone together. ‘Together’ is a key theme of the Ceremony. Because together we can overcome adversity and break down stereotypes. Marco Balich comes back again on the scene as the Executive Producer for Sochi 2014 Paralympic Ceremonies. Results: the press review regards most of the worldwide newspapers. In Italy, all the relevant newspaper such as Corriere della Sera, La Repubblica, La Gazzetta dello Sport, RaiSport, Rai Due etc. wrote about it.

[ DATA SHEET ] Country: Italy Organiser: Balich Worldwide Shows Client: Games Ceremonies Staging Agency (Csa) Date: March 7th, 2014 Target: large public, worldwide tv audience Location: Fisht Olympic Stadium, Sochi (Russia)

[celebration / festivity]

Sochi 2014 Paralympic Closing Ceremony Objective: dreams can be achieved with strength, passion and a change of perception that ‘Impossible’ can become ‘I’m Possible’ Creative idea and description: ‘Reaching the Impossible’ the creative concept for the Paralympic Closing Ceremony highlights three things: ‘Impossible’ is just a word that prevents us from looking ahead and making changes. ‘Impossible’ is the boundary we give ourselves. Impossible’ is a rule to be broken. It shows that dreams can be achieved, that with strength, passion and a change of perception ‘Impossible’ can become ‘I’m Possible’. The Ceremony journey starts with an homage to abstract art inspired by Russian artist Kandinsky and leads to playful sequences, a wondrous world of

bubbles and snow and a stadium-sized version of the most classic of video games. Featuring rousing music, breathtaking choreography and beautiful visuals ‘Reaching the Impossible’ is a spectacular finale to the Sochi 2014 Paralympic Games, celebrating the athletes, paying tribute to their endeavours and achievements and saluting the volunteers who’ve helped to make it all possible. Marco Balich was the Executive Producer of the Ceremony. Results: the Paralympic Closing Ceremony was broadcasted on Nbcsn, Channel One (Russia), Sports 1, Channel 4 (United Kingdom) etc. Relevant Italian media spoke about it, such as Vanity Fair, Corriere della Sera online, Rai News24 etc.

[ DATA SHEET ] Country: Italy Organiser: Balich Worldwide Shows Client: Games Ceremonies Staging Agency (Csa) Date: March 16th, 2014 Target: large public, worldwide tv audience Location: Fisht Olympic Stadium, Sochi (Russia)

[celebration / festivity]

150 years of Bayer Objective: in 2013, powerhouse of innovation Bayer was celebrating the 150th anniversary of its founding – and has already launched numerous international campaigns based on its mission ‘Bayer: Science For A Better Life’. The high point of this year’s anniversary celebrations was the official ceremony. Creative idea and description: to make the group’s mission statement into a unique, tangible experience. To meet this challenge, an event concept was developed to communicate the messages of Bayer in a specially designed space, involving all relevant stakeholders in a ceremonial, emotional and above all Bayer-specific way. Since 1863, Bayer has been a company of inventors motivated by the idea of improving people’s lives through innovative, science-based products. This translates into 150 years of research for humanity: the invention of molecules with a global effect – not as an end unto themselves, but with a fundamental objective: ‘Science For A Better Life’. This simple principle of cause and effect - Bayer’s efforts and the resulting contribution the company makes to a better future were the focus of the staging, the dramatic arc, and the room design for the event. Media Mix: more than 60 invited press representatives from all media channels generated impressive international media resonance. Audio/video/lights: videos were telling the company’s 150-year story in 150 seconds, putting a face to the researchers or providing emotional explanations of the contributions that Bayer’s approach makes to society. The celebration culminated in an artistic presentation: a multimedia collage of the Bayer world that blended

media content with live performance and modern ballet, accompanied by the Bayer Anniversary Song performed by the Bayer Philharmonic Orchestra. Staging and set design: when guests arrived in the foyer the company’s 150 years of influence were already tangible on every possible level. In the minimalist setting, wall appliqués and elements from the Anniversary mobile exhibition gave guests a sense of the principle of action upon which Bayer’s mission is based. A blue carpet led guests into Hall 8. The room-in-room concept developed specifically for this celebration was dominated by a three-part, 360-degree media area, which enclosed the guests in a spiral. Results: more than 1,000 guests; 49 print articles with a total circulation of approximately 10,7 million; 18 online articles with an overall reach of approximately 466,9 million visits; 22 tv and radio reports with approximately 6 million viewers/listeners.

[ DATA SHEET ] Country: Germany Organiser: BBDO Live Client: Bayer Date: July 16th, 2013 Target: more than 1,000 high-ranking national and international guests from politics and business as well as employees and opinion leaders worldwide. Location: Cologne exhibition center Kölnmesse (Germany)

[celebration / festivity]

Young for 130 years Objective: to start celebration of Edison’s 130th anniversary, making known its essential role in development of the country: a history made up of pioneers. The aim of the event was to tell the story of the company starting from its past, without stopping in the present but reaching out right into the future. Creative idea and description: the concept of the entire ‘130 years’ project was to tell about change, from the point of view of the protagonists. The performance used various means of artistic communication to show this concept and, over length of time, re-evoked the history of the company and opened up to future developments. Ferruccio Solieri opened the performance with his historic Harlequin, Laura Curino told the extraordinary story of Giuseppe Colombo, and finally Aterballetto concluded the tale with a contemporary dance show symbolising an idea of the future. In the symbolic transition from past to future, the ceo gave a brief speech, forming part of the narrative structure of the performance. The exhibition had been inaugurated at the start of the evening by the ceo together with the Mayor Giulia Pisapia, and took place in the city centre. The photographic exhibition was also shown at the Edison Head Office. Media Mix: editorials dedicated to the history of Edison published on the day after the event in all the Italian newspapers (Il Corriere della Sera, Il Messaggero, l’Avvenire, il Giornale, Italia Oggi, Milano Finanza, Repubblica, Il Sole 24 Ore, La Stampa); web page dedicated to the celebrations and to all the projects (www.130.edison.it); Adv campaign

dedicated to the company’s 130 years of history (tv, press, web). Results: the 500 seats in the Piccolo Teatro were fully booked. The Mayor of Milan took part in the exhibition opening ceremony. Extensive press coverage by national newspapers.

[ DATA SHEET ] Country: Italy Organiser: Edison, with the co-operation of Piccolo Teatro, Fantom Group and the Commune of Milan Client: Edison Date: November 11th, 2013 Target: institutional stakeholders, general public, employees Location: Milan (Italy): Piccolo teatro, Via Dante, Edison Head Office

[celebration / festivity]

Real Madrid Champions League Celebration Objective: to organize a unique and unrepeatable show for Real Madrid and more than 250 thousand fans at the Cibeles and 80 thousand at the Santiago Bernabeu few hours later. Coordinating a team of 300 people and others like the press, the police and the emergency services. Creative idea and description: EDT had to have everything ready in Madrid for the celebration in case Real Madrid became the winner in the Champions League final. Is for this that the agency had to react as quickly as possible to set everything up once the referee had blown the whistle in Lisbon. The first stop was at Cibeles, where the agency made a massive concert for about six hours until the heroes arrived in a bus designed by EDT and went up to the structure that was prepare for them in order to say thank you to more than a quarter million fans that were waiting for them. Meanwhile the rest of the team was getting everything ready at the Santiago Bernabéu where the party continued for few hours with a massive led screen box that became a scenario with the big handicap of working on that pitch that couldn’t be damage. For all the animation the agency had to set up a lighting system from scratch with more that 350,000 w, 1,200 sq.m of holographic projection and 400 kg of gunpowder for a 12 min. fireworks show. Media Mix: the event was communicated to all their memberships by email with a really special invitation and the rest of the fans got the notice throughout the newspapers and the clubs website. The agency also had to coordinate the media that arrived from all around the world.

Audio/video/lights: EDT had to set up a 350,000 w lightning and sound system at Cibeles and Santiago Bernabéu for a tremendous show. The agency also made an scenario at the middle of the pitch: a cube with more than 400 sq.m of led screens that hold the player at the top. For a more impressive show it has been made a holographic projection from the four sides of the stadium that looked astonishing. Staging and set design: a 360° scenario with a 70 m high difference from the audience. At the same time EDT had to make a massive scenario and led screen at Cibeles for all the fans, plus all the structure surrounding the Cibeles and a bridge that let the captain hug the sculpture. Results: the result was marvellous, the event flowed perfectly with out any incidents, the prove for this was that all the media from all around the world reflected how impressive and well coordinated the show had been. A perfect final touch for a historical celebration, La Decima.

[ DATA SHEET ] Country: Spain Organiser: EDT Eventos Client: Real Madrid C.F. Date: May 23rd-25th, 2014 Target: Real Madrid Fans Location: Madrid (Spain)

[celebration / festivity]

‘Camina’ Objective: Lidl celebrated its 20th anniversary in Spain,review its history through its protagonists as well as lay the groundwork for their future strategies. In addition, Lidl was interested in communicating to their employees the national origin and the natural origin of all the families of fresh products. Creative idea and description: with this event Lidl wanted to reinforce the image of the brand in Spain. For this reason the event was identified with Barcelona, city where the event took place and where Lidl has always had its headquarters in Spain. On the other hand it was intended to collect the concepts of the new client philosophy around the Spanish origin of their fresh products. In this sense, the central creativity of the event was inspired by the mosaics of Gaudí, Spanish architect and maximum representative of the Catalan modernism. The title of the event was ‘Camina’ (Walk!) due to its meaning of future, project and action, implicit in the concept. This creativity was present in all the spaces of the event: the waiting room, the auditorium, an exhibition of the 20 years of Lidl, the central market and the gala dinner. More than 20,000 sq.m of surface, the entire space of the Barcelona International Convention Center. Audio/video/lights: in all the spaces of the event, the lighting and audiovisuals had a leading role. In the auditorium where the professional convention took place, the largest projection screen of Spain was installed with 338 sq.m, in addition to 100,000 watts of light and 20,000 watts of sound. In this convention 4 hours of 3D content designed by computer were issued. Ten cameras broadcasting

the event live for 14 hours and 4,000 photographs were taken by three photographers. Staging and set design: in the 3,500 sq.m hall, a huge mosaic was reproduced with images and texts, which served as a transit and rest area. In the exhibition area, a journey of 1,600 sq.m was designed throughout the history of the Lidl stores. The central area was a market of 8,000 sq.m and each one of the seven thematic pavilions that surrounded it were dedicated to a product range. The auditorium was converted into a virtual stage in 3D. In the gala dinner area, there was a stage of 225 sq.m with three projection screens. Results: the event won a substantial impact among the attendees. Both the messages and the new philosophy that the company wanted to convey with this event seeped between the participants. Lidl Spain considered that this day which they called ‘Camina’ began the new era of the brand in Spain.

[ DATA SHEET ] Country: Spain Organiser: Eventisimo Client: Lidl Date: April 9th, 2014 Target: Lidl employees Location: International Convention Center of Barcelona (CCIB) (Spain)

[celebration / festivity]

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Ferrero Spa - Nutella Date: May 17th-18th, 2014 Target: General public, Nutella lovers, families, institutions, media Location: Town of Alba, Naples - Piazza del Plebiscito (Italy)

[celebration / festivity]

[ DATA SHEET ] Country: The Netherlands Organiser: Heineken & United State of Fans/TBWA (agency) Client: Heineken Date: May 24th, 2014 Target: consumers (male, 22 - 35) Location: Ibiza (Spain)

[celebration / festivity]

Famab Adam and Eva Award 2013 Objective: in addition to facing the judgment of other agencies and many company representatives, the challenge lies in using dramaturgy, staging and logistics to set new impulses, exclusively funded by sponsorship. Creative idea and description: ‘Welcome to Flourishing Landscapes’, a tongue-in-cheek reference to Helmut Kohl’s quote, taking account of the fact that the award ceremony, for the first time in its history, is held in East Germany. An energetic show that brings the spirit of Las Vegas to Saxony, with colorful action and a playful attitude, the event is designed to prove that the exhibition and event industry can produce wonderful blossoms, lush, colorful meadows and gorgeous fruit, but above all the gold, silver and bronze apples that are awarded as prizes during the evening in the glass hall of the Leipzig Fair. The visual highlight of the room design is the impressive stage set, which slowly opens during the evening with colorful projections not unlike the petals of a blossoming flower. From a nominee lounge specially set up for the occasion, the winners are led down to the stage on a real show staircase. This is just one of the landmark format innovations of this event. Media Mix: intense advance campaign (four months). A well-known presenter acts as a ‘roving reporter’ on the YouTube channel, the website, Facebook and Twitter. Tweets and ‘likes’ are reaching record levels. A lottery, intensive PR and associated work provide detailed information. The event was broadcasted by live stream. Audio/video/lights: the stage set in the form of a slowly

opening, stylized blossom is recorded with lavish media production. The highly dynamic entertainment between the honors is set to a lighting design reminiscent of the great Vegas shows. All this breathes new life into the format of awards ceremonies. A special technical challenge has always been the sound system in the glass hall, which is solved very well by means of a specially calibrated system. Staging and set design: four areas: 1 - Welcome/exhibition of submitted projects and presentation of 80 sponsors (record!); 2 - Grandstand and stage for award ceremony and show; 3 - Nominee lounges on the balcony; 4 - After-show party area, designed as a park plaza Results: the professional audience is thrilled by the consistently taut script and breathtaking pace of process and particularly expresses pleasure that the award ceremony, despite 37 trophies to be handed out and various show acts, is kept under two hours – without sacrificing appreciation for the winners.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Famab Date: November 11th, 2013 Target: 1.500 representatives of the event industry (agencies and their clients) Location: Glashalle, Leipziger Messe, Leipzig (Germany)

[celebration / festivity]

25 years VTM: Een Dikke Merci Vol Magie Objective: to celebrate our 25th anniversary by bringing people together and say ‘thank you’ in a magical way through a unique show and experience. Creative idea and description: Vtm is the leading commercial tv station bringing quality drama, game shows, news and family entertainment celebrating its 25th anniversary. The agency wanted to create a show touching people right in the heart. The challenge was to bring our baseline ‘Be a part of it’ to life in a creative and authentic way, Vtm’s core brand values. The agency symbolized the viewers by a giant illuminated puppet family in their living room, guiding our public using key elements of tv; music, light, special effects, live entertainment & video. A flashback of iconic Vtm-moments popped up on a water screen enforced by effects of fireworks and water fountains to create a shared emotion. A roller coaster of special effects proceeded to flow over in a poetic choreo with 250 dancers, that responded to our call to participate in the show, all dressed up with light wristbands and building up towards a magical climax: a Vtm star performing Coldplay’s ‘A Sky Full of Stars’ accompanied by two youngsters of The Voice Kids. Media Mix: an integrated multimedia campaign was used to announce the event, based on: Tv & radio commercial, print & online, social media. Audio/video/lights: a special show soundtrack was made as backbone for the show, including the sonic identity of Vtm. For Video, a compilation was created with the most iconic moments of Vtm, projected on a water screen in the sea. In the

scenery of the sea, light platforms were placed & 40 colored water fountains. An existing 500m-pier was transformed into a platform of pyro, laser and light effects. 1,000 individually controlled light jars were put on the beach just like 250 dancers wearing controlled wristbands. Staging and set design: a very natural authentic setting at the sea was chosen due to the magical kind of show. The beach (300x100m) was used as a natural public tribune (dunes) and as stage. A sand sculptured living room was put in front of the waterline. Unesco shrimpers on horse back brought in the stage for the live moment. The pier and the sea created the panoramic scenery to emphasize the look towards the future. Results: the event gathered more than 20,000 people, receiving our ‘thank you’ together. They became great Vtm ambassadors, sharing their unique & magical experience in all possible ways: large national media coverage, social media & online, talk of the town,…

[ DATA SHEET ] Country: Belgium Organiser: Medialaan nv Client: VTM Date: August 20th, 2013 Target: general public: viewers and non-viewers Location: Nieuwpoort (Belgium)

[celebration / festivity]

Stock Exchange Listing of Fincantieri Objective: to design and build an idea to draw all potential investors to the IPO of Fincantieri, healthy and productive company pride of Italian shipbuilding sector. Creative idea and description: Mp Creations by Massimo Pasquali created an installation that makes the idea of Fincantieri landing in Piazza Affari, underlining at the same time, the magnificence of one of the world’s leading shipbuilder companies. This giant prow architectural work of refined and sophisticated shape inspired by the Princess Royal, the ship from Fincantieri launched in May last year, nearly 18 meters high, emerging from the building overhang of finance is a virtual bridge between the real and the financial economy. Massimo Pasquali has designed a breathtaking project completed in just one month work, included engineering, sampling, pre assembly and production. An idea turned into reality with the commitment and experience of Mp Creations and its staff consisting of over one hundred people including: architects, craftmen, smiths, engineers, designers and technicians, manages to interpret what the client needs to communicate, caring for every detail. Media mix: the event was communicated through any media, using both traditional and new communication medias, reaching the largest number of people while keeping costs of advertising very low. Audio/video/lights: the peculiarity of the show inside Palazzo Mezzanotte is a ‘watch out’ screen 18.50 m wide by 4 m in hight, which, harmonized with the lighting

design and the water tanks where precious ships models floated, gave the impression to those who came to be immersed in the sea, the natural element of the client company. Staging and set design: to build the prow it was necessary to create metal self-supporting structure mounted on an anchoring ballast weighting nine thousand kilos. The total structure of 1,000 cubic meters of scenic material comprising 33,000 liters of water, 9,000 kg of ballast, 20 tons of iron armor of 20 meters in width and 18 meters in height, with a depth of 16 meters cantilever structure for a weight total 100 tonnes. 27 trucks and 2 exceptional transport were used to move a thousand cubic meters of scenic material. Results: the agency realized all the targets achieving a large sale of shares, doubling the target quota estimate, and allowing the stock exchange with the sole retail.

[ DATA SHEET ] Country: Italy Organiser: MP Creations Client: Fincantieri Date: June 16th, 2014 Target: new shareholders Location: Piazza Affari, palazzo Mezzanotte, Milan (Italy)

[celebration / festivity]

[ DATA SHEET ] Country: Spain Organiser: Spaintacular DMC Client: Aetna- McVeigh Associates Date: June 2nd - 6th, 2014 Target: Aetna top performing employees Location: Barcelona (Spain)

[celebration / festivity]

Google Odyssey Objective: to form a concept that had never been seen before, create a unique event experience, and push the boundaries of what Google thought was possible for their seasonal celebration. To transport Google employees on a voyage of discovery to explore eccentric new worlds. Creative idea and description: as guests arrived into a fully transformed Odeon Point Village, they were greeted by wall projections, lighting, and walkabout entertainers. The venue lent itself perfectly to the Google Odyssey theme transforming guests into their own unique, imaginative space inspired setting. The event was held over three different levels which were connected by stairs, escalators and lifts. This facilitated the movement of the crowd throughout each of the uniquely custom designed areas, transferring the guests from each sci-fi world to the next with ease. Key feature areas included Tron Bar, Avatar Area, UV Booth Station, Darth Vader Dining, Spaceraoke and interactive gaming rooms. Guests were constantly entertained by a variety of performers ranging from a Led juggling show, Captain Kirks Crew, roaming Aliens, futuristic aerialist, dance crew, and music provide by a live band and DJ’s including replica Deadmau5. Audio/video/lights: the event was distinctive through the visual use of colour, bespoke and futuristic dressing of the event, and the impressive collection of entertainers and performers. Guests were wowed with a high impact event including; wall projections, bespoke branding, and impressive performances from walkabout aliens to Led jugglers, aerialists to four piece live band. Staging

and set design: each area had its own bespoke design incorporating key feature elements from Star Wars, Star Trek, tron and avatar. Each feature area was complimented and enhance through individualised feature bars, furniture, lighting, props, branding, lighting, wall and gobo projections and interactive entertainment elements. Results: most successful Google Winter party held with excellent client feedback: “The location was absolutely great, the music fantastic, really well done guys! it was such a good fun! you really carried us to 2016”; “Loved the location and what you did with it! Awesome party!”.

[ DATA SHEET ] Country: Ireland Organiser: Verve, The Live Agency Client: Google Ireland Dates: December 6th, 2013 Target: Google Employees Location: Odeon Cinema, Point Village, Dublin (Ireland)

[congress / conference]

World ATM Congress 2014 Objective: the creation of this congress responds to the needs of having a better networking and business atmosphere for the Air Traffic Control world. Consolidating Madrid as a new destination, and introducing dynamic items in both congress and exhibition, it is now the reference event for the ATM industry. Creative idea and description: a unique platform for discussing the future of air traffic management. It brings together the world’s foremost aviation leaders to share insights, views, and expertise on priority issues and challenges facing industry. All sectors of the air traffic community were present conducting real business and commercial and strategic discussions. Students from local universities supported the conference and made their own presentations - sharing a new generation’s perspectives on the industry. Media Mix: aesthetically pleasing graphics, strategic partnerships with aviation media outlets, and a globally reaching social media plan. During the event, companies and individuals interacted with the Watmc Twitter handle 407 times and the Watmc Linkedin account created an even larger online conversation. Eye-catching time-lapse videos of the Exhibition integrated with photo recaps were produced daily. ‘Watmc Now’, the event’s official newspaper, offered real-time news. Audio/video/lights: the auditorium hall was too big for the expected audience (1,000 seats for 400 delegates), but the agency needed to keep the big stage and not cut the room in two. So a system of flexible screens hanging from the ceiling and creating a tunnel effect

was designed, leaving the seats in the middle. Over these screens, a high definition projection of aviation and nature videos. In front of the back rows a backlit sky panel was installed, making the room cozier. Staging and set design: the stage featured a giant screen covering most of the back, where the sky backdrop, that was also projected over the side and back screens, was present too. In this screen, several windows opened to follow speakers or for presentations. It was a very dynamic use of the screen, as it could change all the time from just one to various windows at the same time. A modern tv set style area was organized for the speakers, so it looked more interactive with the audience. Also columns of led lights to decor. Results: 6,200 participants from more than 100 countries, 1,200 more than the first edition. Aisles were filled with 200 exhibiting companies, the exhibition increased in a 20% (21,000 sq.m) . The Conference Programme welcomed more than 350 delegates.

[ DATA SHEET ] Country: Spain Organiser: AIM Group Spain Client: ATCA (Air Traffic Control Association) and CANSO (Civil Air Navigation Services Organization) Date: March 4th - 6th, 2014 Target: air traffic management professionals and industry representatives Location: Madrid (Spain)

[congress / conference]

Cisco Live! 2014 Objective: to create a consistent event experience to bring Cisco’s brand to life Drive customer/partner loyalty and success through education, thought leadership and community; position Cisco Live! as a platform for advancing Cisco’s initiatives Maintain operational excellence and remain financially sustainable. Creative idea and description: this technological education event delivered thought leadership content through a number of event characteristics: keynotes offering delegates presentations, new ideas and innovative thinking; ‘The World of Solutions’ had more than 100 partners and offered a chance to network and experience latest technologies; the ‘Meet the Engineer’ offered the chance to ask Cisco professionals questions one on one; social media was key in creating a sense of community. A year round Twitter account engaged with guests leading to a 22% increase from last year in social media usage during the live event; online community Cisco 365 allowed live streaming for members around the world to engage in training, updates, seminars and other sessions; ‘Academy Day’ held for the first time for more than 500 university students; a huge party closed the event featuring world class entertainment. Media Mix: multi-layered, from wide broadcast e-mail blasts through to personal mktg from account managers to individual customers. Comprehensive social media strategy and search engine mktg campaign, resulting in significant numbers of registrations. Audio/video/lights: from the gigantic led display

that covered the keynote and wowed the audience, through to the interactive digital displays that helped them navigate the venue, each aspect was designed to enhance the delegate experience. Staging and set design: Cisco’s overarching theme and concept for the keynote was ‘The Internet of Everything’ (IoE). The goal was to demonstrate how the IoE is bringing together people, process, data, and things to make networked connections more relevant and valuable than ever before. This was achieved in the opening keynote by mixing a sequence of images and sounds across the screens and P.A as well as adding a second screen element with IoE images appearing on the audience’s mobile devices. Results: 7% attendee increase from last year; 11,145 social media posts during live onsite event signifying 22% increase from 2013; 4.41 out of 5 satisfaction rate; content scores on all aspects reached an average of 4.45; 95% said it is very likely they will purchase Cisco product as a result of attending.

[ DATA SHEET ] Country: UK Organiser: George P Johnson Client: Cisco Date: January 26th – 30th, 2014 Target: customers, partners, journalists, speakers, hosts and executives

Location: Milano Congressi, Milan (Italy)

[congress / conference]

InvestmentAktuell 2014 Amazingly simple. Simply amazing Objective: each year, the management boards of the important partner banks are invited to a professional conference featuring top-class presenters, followed by a gala event. Creative idea and description: with the new campaign ‘Investing Money Explained’, Union Investment (UI) promises to explain the complex connections in the investment industry simply and comprehensibly. Insglück developed the slogan ‘Amazingly simple. Simply amazing’, thus bridging the gap between the campaign and live communication. Top presenters present complex connections ‘amazingly simply’. After staging the location for last year’s event with spectacular technology and media, the goal was now to lend a completely different face to the familiar space while staying true to the motto ‘Simply amazing’. A courageous break with the guests’ expectations, a strict renunciation of the digital, a return to old presentation methods – with artists who reinterpret the fundamental presentation formats and an enormous stage backdrop made of cardboard providing space for analogue projections. Media Mix: the artists, who lead through the entire evening, don’t merely interact with the wall but also play with it, gradually revealing spectacular analogue effects. In a fascinating way, it becomes clear how ‘amazingly’ simple presentation forms can be interpreted and one is able to see what kind of prose these presentation forms can give birth to. It is thus that InvestmentAktuell utilizes the message of the communication campaign in a surprising and unique way. Audio/video/lights: references to theater, movie myths and

coded gestures evoke images from pop culture that enable a spectacular cosmos, hinting at something far beyond the events on the stage, to unfold before the eyes of the audience. Staging and set design: the wall becomes the starting point for a fascinating storyline. The basicness of the presentation makes a captivating contrast to the complexity of the narrative levels. Chronicling the ancient foundations of the theater, music, acrobatics, pantomime and shadow play are staged in surprising new ways. New levels are revealed, the wall is broken, transparent surfaces arise and pop-ups transform the wall into a backdrop. Results: when surveyed, the guests judged the event to be outstanding. Hans Joachim Reinke, chairman of UI: “We were especially impressed with how perfectly insglück was able to make the message of our new communications campaign tangible at this event!”

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Union Asset Management Holding Date: May 5th, 2014 Target: managing directors of top business partner Bank and their partner Location: Palmengarten Gesellschaftshaus, Frankfurt (Germany)

[congress / conference]

Alternative Drive Concepts Objective: the annual shareholderâ&#x20AC;&#x2122;s meeting is accompanied by an exhibition displaying the competence of the Volkswagen corporation for the future sustainability challenges. It was the objective of the exhibition to stage all twelve VW AG brands and their innovative approaches to future technologies. Creative idea and description: the crystal as a vision of a sustainable and mobile future: The search for alternative drive concepts is not only at the heart of the current socio-political challenges, but also a pivotal point in the automotive world. The crystal embodies an energy source thereby visually introducing the visitor to the central theme of the exhibition: Alternative drive systems. The crystal symbolizes energy: It breaks and reflects the light. It is valuable and attractive. The size of the object, its materials as well as the light concept bring all these facets to life for the visitor. Within the core of the crystal quotes underscore the various strategies for alternative drive systems. Here, the visitor also finds additional information on six interactive terminals in order to learn more about the subject. The crystal itself is surrounded by vehicles of the corporation. The cars however do not promote the brands, but become a representation of the search for alternative drive systems. Audio/video/lights: ambient lighting of the texture of the energy crystal as well as interactive terminals. Staging and set design: central position of the energy crystal. Inside of which the interactive terminals

create a content-driven core. A ring of alternative drive vehicles forms the introduction to the theme and acts as an attractor. Results: the shareholderâ&#x20AC;&#x2122;s awareness of the corporationâ&#x20AC;&#x2122;s sustainability measures was increased by interlacing an emotional setting with in-depth interactive information.

[ DATA SHEET ] Country: Germany Organiser: Porsche Automobil Holding Client: Porsche Automobil Holding Date: April 28th, 2013 Target: Shareholders Location: Leipzig (Germany)

[cultural event]

Viennese Opera Ball Objective: to organize annual conference with the cultural activity that involves each and every employee. Creative idea and description: the agency developed the concept of a cultural event in the format of Viennese Opera Ball where all employees were taught to perform the dancing. Therefore, World and European champions in ballroom dancing came to the office of the company to rehearse with Waltz and Polonaise moves with the employees. During the gala-dinner Master of Ceremonies dancing master - invited all the participants of the

ball on the dance floor. The main action has begun everything has plunged into the atmosphere of beautiful music, dance rhythms, unusual show, chats, gourmet buffets with dishes typical for Viennese Opera Ball. The main element of the event was the dance. The show was continued by a musical flashmob, prepared by the employees of the company. Results: the event was held on the highest cultural level with the greatest positive feedback from all the participants.

[ DATA SHEET ] Country: Russia Organiser: 27Names - MaxiMICE Client: Henkel Date: December 17th -19th, 2012 Target: employees Location: Moscow Region (Russia)

[cultural event]

Get Reading Objective: to raise awareness of the Evening Standard’s Get London Reading campaign; to recruit volunteers to the Beanstalk charity; to provide Nook with an amazing sponsorship opportunity; to inspire children to continue reading; to reinforce the Evening Standard’s brand values and position as London’s premium free newspaper. Creative idea and description: Evening Standard and GPJ took over the iconic Trafalgar Square to host a full day of celebrities and authors reading passages from their favourite books, as well as a number of different areas and activities: main Stage with giant read-a-long Nook screens. Nook experiential zone where the audience could get their hands on their products. Book signing tent where children could meet their heroes. Immersive theatre performances amongst the audience in the square. Satellite links with key political figures and literacy aficionados from around the world. Storytelling marquee ran by the National Portrait Gallery. Beanstalk charity volunteer recruitment area. Special guests included; Hugh Grant, Lily Cole, Barbara Windsor, Rupert Everett, Jaqueline Wilson and Peppa Pig. Media Mix: celebrities/authors took part in photo calls to promote the event that featured in The Evening Standard newspaper. The first one featured London’s Mayor Boris Johnson announcing Get Reading. To raise awareness of the project and position Evening Standard closely associated with education and reading, briefings for key figures were arranged including; parent bloggers, education and literacy trade publications and education correspondents

from national media outlets. Audio/video/lights: a 14m Morbit stage, two PA stacks, a 50m screen, a 15m screen and recording equipment. Four cameras captured live feeds of the event, giving the audience unprecedented stage views. Staging and set design: the stage was decorated with oversized furniture and a gigantic library backdrop. Two giant Nook branded E-readers either side of the stage allowed the audience to interact and read along with those on stage. Nook’s experiential area was filled with their devices and branding, allowing the audience to truly experience the e-readers products and ethos. -The audience became part of the action with an immersive theatre performance from ‘WarHorse’ happening in the square amongst the audience. Results: 18,000 people attend. Front page of 4 newspapers and 40 pieces of press coverage. Helped raise over £1m for the cause. 1,000’s try Nook’s products which lead to increased book downloads and a spike in sales after the event. Meant Beanstalk recruited 120 new volunteers.

[ DATA SHEET ] Country: UK Organiser: George P Johnson Client: Evening Standard Date: July 12th, 2013 Target: families, children and the general public Location: Trafalgar Square, London (Uk)

[cultural event]

[ DATA SHEET ] Country: Spain Organiser: Spaintacular DMC Client: Aetna - McVeigh Associates Date: June 2nd - 6th, 2014 Target: Aetna top performing employees Location: Barcelona (Spain)

[cultural event]

Opening Mauritshuis Objective: the Mauritshuis re-opened after a two year-renovation. This opening was the celebration of both the collection, headed by the famous Girl with a pearl earring, returning home after a worldtour, the opening of the new building and the renovation of the citypalace. Creative idea and description: ‘Our Girl is back home!’, this storyline was combined with the opening of the gates (a key element in the briefing as part of the rebranding). While the crowds were queuing outside the museum, the Vips arrived via the red carpet. Bandoneons played and bell-boys did the last preps for the arrival of the king. Once arrived a movie depicting the world tour of the Girl started on a huge screen. Then the painting (in a art handling box) arrived on the premises, escorted by the Royal horseguards and drums. When opened the box the girl was alive. After a crane lifted her from ground to the rooftop, she crossed a rope in between the old citypalace and the new Royal Dutch Shell wing. The movie took over and showed the audience the journey in the museum (highlighting all the new spaces). The movie stopped when the Girl stepped out of the Royal entrance of the museum to hand over the key of the closed gates to the king. On a live version of Music to the Royal Fireworks the King entered the museum. Media Mix: the Mauritshuis had a media campaign about the Girl with the Pearl Earring and the fact that she would return home. There was a commercial and advertisements to announce the re-opening. On social media people could ‘win’ their home with the

original, which meant that they were asked to send a picture with their own girl in their homes. Since a lot of people have a reproduction at home. The Mauritshuis created their own star to attract the audience and Xsaga created and produced her home-coming. Audio/video/lights: for the production of the two movies was asked a famous Dutch director, Pieter Kramer. He showed the journey of the girl from her own perspective by using a fish-eye lense on a steady-cam. Staging and set design: the aim was to link the old and the new building. Therefore was presented the idea to have ‘the Girl with a pearl earring’ connecting the old and new building by walking on a rope between them. She literally connected both buildings. Results: national and international newspapers wrote about it, the news on tv, online. ‘The old museum’ welcomed approx 5,000 visitors a week. After the re-opening there were already 100,000 visitors in one month. Approx 5 times more. It is also a big marketing trigger for the Hague.

[ DATA SHEET ] Country: The Netherlands Organiser: Xsaga Client: Mauritshuis Date: June 27th, 2014 Target: vip-guests, visitors of the Mauritshuis, visitors of The Hague, tv spectators Location: The Hague (Den Haag) (The Netherlands)

[educational / training event]

MPI, EMEC 2014 Objective: to improve personal and professional development by: exploring the latest trends in conference education; challenging & transforming the way they plan meetings & events; learning new skills and generate new ideas & knowledge and experiencing the local destination & culture. Creative idea and description: 3 plenary sessions, 23 different education sessions, 16 campfire sessions showcasing different and innovative formats for learning on a whole range of topics, plus opportunities of networking and memorable social events. Session contents was divided between topics specific to the meeting and event industry and topics from outside the industry and also followed 3 learning formats that are more inclusive and sensitive to the participants’ learning needs. The Knowledge Hub not only shook up the education headspace, but showcased innovation and experimentation in 3 distinct areas: Campfires (interactive sessions with subject matter experts); The Library (with an iPad was possible to peruse the industry’s leading selection of reference materials, meetings tools and how-to guides); the Consultancy Bar (recommendations from a Mice industry tech-expert). Media Mix: MPI e-newsletters, articles in MPI magazine, e-mail blasts and social media activities on Twitter, Linkedin & Facebook. The event was promoted during Eibtm & Imex trade fairs and at MPI European Chapter events. During and after the event, Local and International Mice Industry press featured various editorials. Bob.TV interviewed Mice personalities present at Emec 14. Audio/video/lights: the production company

Co-mana started with a sensorial sound & video experience and continued on the live stage with the Master of ceremonies introducing the Key speakers. A local ballet was performed on stage during one of the 3 plenary session to feel Turkey ambiance. All Plenary sessions and concurrent sessions were available on ‘Streaming’ for remote attendees and were posted online in the conference website. Staging and set design: stage set and design were produced by Co-mana in Belgium. For the Emec 2014 Opening General Session, they created a multisensory experience, which involved blindfolding attendees and handing out headphones, allowing participants to hear, feel, sense and discover both Istanbul and MPI Education in an unexpected way. Results: 296 participants including leading meeting & events planners and suppliers, faculty members, trade press and students. 93% of the educational content was relevant to their job 96% of the participants were satisfied with the conference 100% of attendees said I would recommend this education conference to other.

[ DATA SHEET ] Country: Europe Organiser: Meeting Professionals International (MPI) Client: Meeting Professionals International (MPI) Date: February 23th - 25th, 2014 Target: meeting planners, meeting suppliers, students, faculty and trade press

Location: Haliç Congress Center, Istanbul (Turkey)

[hybrid event]

Cisco GSX Objective: to arm Cisco’s Global sales force with strategies for meeting the year’s goals and sales objectives; to recognize and reward individuals for their performance during the year; to motivate them to achieve beyond even their own expectations. Creative idea and description: a unique global hybrid event platform was created that combined the reach, measurability and interactive possibility of a virtual online environment with physical face-to-face gatherings. Video and interactive content, sales and interactive content, sales tools and gamification tactics and a newly created mobile app were deployed to address the challenges a globally distributed event such as GSX faces in tapping into audience emotion and engaging attendees, regardless of how they are and experience the event. Attendee comments: “Streaming from 38,000ft! Loving Cisco’s Anywhere, Any device!”; “This was the best, most personal GSX I’ve ever been to... We are starting to feel like a smaller, nimble can Ddo company! Love it! Proud to be a part of the family”; “You used to have to be in person to feel the energy - the virtual experience this year is incredible!”; “I am coming out of this with the same flight, drive, excitement, and clarity that I did when we had the live GSMs. Fantastic!”. Media Mix: attendees for GSX were recruited internally within Cisco through email blasts and internal announcements. Audio/video/lights: a range of audio sound and lighting devices were used at all the different venues across the globe to build atmosphere and help deliver

this huge event undertaking across its 50 hour duration. Staging and set design: event studios were created across the globe to broadcast the event from. These included key Cisco branding and messaging to engage the viewers as well as the cameras offering up close emotional responses to award winners collecting awards on stage. The world was our stage… 72 locations 240+ Cisco Conference Room Viewing Locations 45 Countries 23 Time zones 50 Continuous event hours. Results: 80% of audience extremely satisfied with content ; more than 20,000 attendees; 18,000 unique visitors to the Virtual Event Site; more than 10k video views; 28% of audience using mobile device to engage; more than 95k connections made congratulations; 83k cheers during the sessions.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: Cisco Date: August 13th - 31st, 2013 Target: Cisco employees (internal communications) Location: 72 locations worldwide

[hybrid event]

opening, stylized blossom is recorded with lavish media production. The highly dynamic entertainment between the honors is set to a lighting design reminiscent of the great Vegas shows. All this breathes new life into the format of awards ceremonies. A special technical challenge has always been the sound system in the glass hall, which is solved very well by means of a specially calibrated system. Staging and set design: four areas: 1- Welcome/exhibition of submitted projects and presentation of 80 sponsors (record!); 2 - Grandstand and stage for award ceremony and show; 3 - Nominee lounges on the balcony; 4 - After-show party area, designed as a park plaza. Results: the professional audience is thrilled by the consistently taut script and breathtaking pace of process and particularly expresses pleasure that the award ceremony, despite 37 trophies to be handed out and various show acts, is kept under two hours – without sacrificing appreciation for the winners.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Famab Date: November 11th,2013 Target: 1.500 representatives of the event industry (agencies and their clients) Location: Glashalle, Leipziger Messe, Leipzig (Germany)

100

101

[hybrid event]

Microsoft TechDays 2014 Objective:to maintain the event as the best live IT event reference in France and Europe for it 8th edition and increase the hybrid side with the development of live web interactions. Stay orientated on the messages of innovation in order to demonstrate the numerical transformation inside the companies. Creative idea and description: to mix strong live and web user experiences to create a unique hybrid event in France and Europe. The 8th Techdays edition is the occasion to gather the French numerical ecosystem: Corporate decision makers, IT professionals and start uppers in order to inform, share and exchange around the digital world under the impulsion of Microsoft – ‘Digital is business’. The digital orientation of the event takes shape with the creation of partnerships such as FrenchWeb / Hub Forum and the creation of a startup trail named ‘DemoDay’ in presence of Marc Simoncini, Xavier Niel

and Jacques-Antoine Granjon, great and well known entrepreneurs. Microsoft solutions are exposed to its clients and partners throughout an exhibition of 4,500 sq.m, 3 keynotes for 3,800 + people, and 300 workshops with scene sets/innovative situations, experience sharing, technical sessions, business meetings and conferences. Media Mix: a powerful communication plan involving more than 550,000 contacts - advertising, communities management, social networking, direct marketing... Results: 19,000 visitors; 120 partners, 15 Microsoft stands Keynotes: more than 10,000 attendees; more than 300 technical sessions; 3 days of live web tv/ web viewers over 200,000; 175 journalists.

[ DATA SHEET ] Country: France Organiser: Le Public Système / Wunderman / Brainsonic Client: Microsoft France Date: February 11th - 13th, 2014 Target: web developers, IT professionals, IT and business decision makers, students, web agencies, designers, announcers Location: Le Palais des Congrès in Paris (France)

102

[incentive]

Winter Tale - Summer Ice of Norvegian Journeys Objective: business development and enhancement motivation of the employees. The event should be remembered the audience who often participates in different conferences. Creative idea and description: it was proposed to hold the event in Norway, in the style of the travel to the Snow Queen, where guests are offered guided tours on the fjord, Viking village and other attractions of this country. The idea turned out beautiful and bright, with a variety of artistic content - considering

rich guest`s experience of participation in different conferences. The preparation period continued 3 months. We agreed about the performances with famous artists, such as Thomas Anders and illusionist Hans Klok. Guests were able to immerse themselves in history, because they become the real actors of Norwegian legends and myths. Unique features of the event were: The conference had an outside fixed format, with a theatrical performance based on â&#x20AC;&#x2DC;The Snow Queenâ&#x20AC;&#x2122; in it. Results: it was very lucky choice, that the event took place in Norway. Guests was very impressed by the entertaining and excursion program.

[ DATA SHEET ] Country: Russia Organiser: 27Names - MaxiMICE Client: Johnson & Johnson Date: June 29th - July 2nd, 2014 Target: employees Location: Bergen (Norway)

103

[incentive]

Mapfre Convention 2013 Objective: to maximize commitment of employees, with their partners, on a trip balancing cultural and leisure activities. The agency opted for the cruise on the picturesque Danube River as it was an original way to visit several cities without packing and unpacking every day. Creative idea and description: for Mapfre’s Annual Convention, the agency designed an itinerary as per their demand to achieve a unique and unforgettable experience for all participants. The success came from the very ‘smooth’ experience for participants achieved through best-in-class logistics. The expertise, creativity and know-how of the team of professionals ensured the success of the event, smartly avoiding collapses in river locks to ensure perfect timing. The seven-day journey started in Passau, Germany, with a Bavarian band welcoming guests around an ‘Oktoberfest’ party. Guests then found their luggage in their cabin that had been directly transferred from the plane. Highlights of the cruise included visits to Bratislava, Budapest, the spectacular Wachau Valley, and two exclusive events in Vienna to close the week: an elite dinner in the privatized Spanish Painting Room of the Fine Arts Museum and a closing gala in the Marxhalle ship decorated as a Viennese palace for the special occasion. Audio/video/lights: perfect view of the stage for all, directly or through seven giant screens, complete lighting and projection: 34 trusts (12x12x10ft), 4 Barco HD20 projectors, 6 Panasonic 10,000, 20 moving light fixtures-MAC 2K & Spot, 45 ETC Lekos, 55 color blast leds, 150 lighting fixtures, band ligh-

ting, 8 led lights curtains speakers: JBL Vertec system-8 hangs per side, 4 JBL Vertec subs, 6 JBL Front fill, 6 JBL stage monitors, 6 JBL Delay, 10 Wireless LAV/HH microphones 4 Sony HXC HD cameras to record ceremony. Staging and set design: no venue in Vienna was able to support an audience of 2,300 people, as a result the agency turned the Marxhalle it into a real Palace thanks to a number of decoration artifices providing an enchanting palace-experience: stone-like metal columns, printed canvas with images of Schönbrunn’s hall of mirrors, ceiling curtains and inserted screens, smartly decorated tables with tall chandeliers and gold silk covers. Finally the stage was based on a classic theater accessible by a grand staircase and bordered with two 4m-wide 3D logos. Results: the clients and attendees raved about the superb logistics organization, the once in a lifetime Gala Dinner, and careful management of the convention providing excellent Roi.

[ DATA SHEET ] Country: France Organiser: CWT Meetings & Events Client: Mapfre Date: May 2014 Target: directors of Mapfre, sales team, management Location: Danube Cruise

104

[incentive]

AstraZeneca Academy Incentive Objective: to promote the values and behaviours of AstraZeneca and inspire consistent performance improvement across the entire business. Build on the Academy brand by inspiring individuals with an incentive to Rio de Janeiro aligning success in the programme to the achievement of excellence. Creative idea and description: the AZ Academy was designed for the purpose of rewarding excellence and unique contribution from staff. This meant that the overall experience of the incentive had to reflect this. AstraZeneca budgeted around 3,000 euros per person with the intention of providing a once-in-a-lifetime experience with accommodation in five-star, luxury hotels. Zibrant LIVE! chose the globally renowned and highly exclusive Copacabana Palace Hotel as the main hub for the trip. Located on the famous Copacabana Beach, its grandeur, historical significance and unrivalled service made it the perfect fit. Over the four night trip, AZ Academy winners were treated to spectacular activities, highlights included: panoramic helicopter flights to Corcovado & Sugarloaf Mountain, 4x4 jeep adventure in Tijuca Rainforest, beach activity day including a volleyball match against Brazil’s Olympic team, a picturesque cruise around Guarabara Bay, exclusive gala dinner at with a Brazilian band & carnival show. Media Mix: Zibrant LIVE! developed the following media mix for the AZ Academy: Bespoke branding based around the destination for all marketing collateral and

e-communications, e-communication hub for Academy winners, to ensure full engagement, Academy Video Cards as collateral, promoting incentive and encouraging high performance, communications campaign, including academy newsletters and personalised messages for winners. Audio/video/lights: Zibrant LIVE! provided an on-site cameraman throughout the experience to film all aspects of the event. The resulting showreel was edited by in-house to communicate the key messages of the AZ Academy. It was subsequently used in both the Academy Video Cards as collateral and by AstraZeneca to promote the 2015 event. Results: delegate feedback: “Thank you to all involved for a fabulous experience to Rio. The fact that we got to attend our very own Rio carnival was mind blowing! I will treasure the Academy experience forever and am desperate to achieve the standard required for next year’s incentive!”.

[ DATA SHEET ] Country: Uk Organiser: Zibrant LIVE! Client: AstraZeneca Date: September, 12th - 16th, 2013 Target: AstraZeneca Academy Winners (all inclusive incentive programme that covers every member of the company)

Location: Rio de Janeiro (Brazil)

105

[in-store event]

Samsung Galaxy S5 Post Launch Event Objective: to bring together the device Samsung Galaxy S5 and the consumer in a pleasant and competitive environment, and to introduce all outstanding characteristics of this brand new device. Creative idea and description: the consumers who attended the training by professional Samsung instructors in smart platform ‘S5 in 5 Steps’ raced against time to put the information they learned during the training into practice. The 3-stage competition started with the competitors turning on the Hdr function of the device under the supervision of the referees. After that, the competitors photographed a specially illuminated object and captured the letters ‘Samsung Galaxy S5’ which was written on the t urning wheel by using the high-speed focusing function of the device. The competition ended when the competitors took their pulses and stopped the time. Staging and set design: in order to enable the consumer to completely experience the brand, an environment with a competition zone, an experience zone and a training zone. Firstly, the guests had the chance to examine the characteristics of the device at store entrances. After that, they had the chance to experience the device as well as to have a pleasant time, photographing on the models of Galata Tower and Maiden’s Tower. Then, they applied to the competition and competed against both their competitors and the time.

Results: the journey, which began in April and ended in July, hosted 25 different stores in 11 different cities. At the end of the contest that 4,094 people participated in, Samsung Galaxy S5 was given to 25 lucky winners as gift. 6,638 people had the chance to take one-to-one Samsung Galaxy S5 training.

[ DATA SHEET ] Country: Turkey Organiser: Atölye Grup - Yolculuk Atölyesi Turizm Organizasyon Prodüksiyon Client: Samsung - Cheil Worldwide Date: April 26th - June 29th, 2014 Target: technology fans Location: Istanbul, Ankara, Izmir, Antalya, Mersin, Hatay, Urfa, Samsun, Denizli, Aydin, Bodrum, Marmaris (Turkey)

106

[integrated event]

Elan White circus on the sea Objective: to make something special that has never been seen before in Slovenia - Skis slope at the sea side where never snows. To make unforgettable day to their partners, journalists and visitors. Creative idea and description: during the three days Elan international annual sales conference, including organising of presentations, the Award winning gala night, the highlight was preparing the real snow slope for skiing and promoting new Elan ski models at the venue connected with the sea side. Summer, sea, sun and heat have been combined with snow and ski adventures.

Media Mix: combination of social media, press conferences, tv and radio broadcasting. Audio/video/lights: the venue was equiped with audio system, set up the evening illumination at the sky slope and transmitted video picture, ski results and sponsors on a big LD screen. Staging and set design: not a classic stage. The stage was the sky slope set up on the stairs at the park leading to the sea side. Results: satisfied and positive surprised business partners. Big response at the press conference and media and over 3,000 visitors at the spot.

[ DATA SHEET ] Country: Slovenia Organiser: 27Names - Agencija Promo Client: Elan Date: October 13th-15th, 2013 Target: businness partners, media, visitors at the side Location: Portoro탑 (Slovenia), at the sea side

107

[integrated event]

Nike Run Viking #runfree Objective of the event: to inspire runners to run further, faster, with friends, and ultimately: run free. To give the top runners in the community an adventure of a lifetime. To encourage runners to go outside their routines. To challenge the running community to connect with, promote and support each other. With Nike. Creative idea and description: as the final chapter of the global Nike running community #runfree campaign it has been created an adventure of a lifetime shared live for the whole world to experience. To encourage runners to go outside their routines it has been challenged the ‘running community’ to upload their most epic runs. Hundreds of dream runs were described and submitted from all over the world. The agency has created a call-to-action that challenged the community to capture photos of their run each week. The runner who submitted the most epic run were to decide where to go for the run of a lifetime, together with Nike. The winner decided: Iceland. The agency namned the event: Nike Run Viking. The agency went to Iceland with the top 20 consumers from the online #runfree activities, together with a number of Nike representatives. During three days 6 epic runs have been performed in the spectacular & dramatic fairytale world which is Iceland. These mind-blowing running experiences were shared live (hour by hour) generating more than 3,9 million impressions. Media Mix: event, websites (.com), social medias (Facebook, Instagram, Twitter), Instagram campaign with descriptions of the experience of our participants

with links to product specialization and webshop. Social media manager and intelligence analyst on location for posting updates in the right moments. Instagram updates live about every 2-3h. Facebook made life longer for selected images. Selected images were later a part of Nike Running winter campaign on Nike.com. Audio/video/lights: other then portable Wifi system, nothing but the breathtaking and spectacular nature in Iceland. Staging and set design: nothing but the breathtaking and spectacular nature in Iceland. Results: 20 Nike-ambassadors for life. The hashtag #runfree used over 50.000 times. Hundreds of dream runs described and submitted around the world. 11.500 hashtags posted to report the top 10 run submissions, 15,000 shares on Facebook. 250,000 Instagram likes, over 3,9 million impressions in social channels

[ DATA SHEET ] Country: Sweden Organiser: A Loud Minority / Conscious Minds Client: Nike Global Date: November 6th-8th, 2013 Target: consumers all over the world, especially in ‘the running community’

Location: Iceland

108

[integrated event]

The New Volvo Truck Range Objective: developed in Sweden and executed in Asia, the launch of 3 new trucks - FH, FM and FMX - was the biggest truck launch for Volvo Group in Asia ever. It had to be flexible and adaptable to the three target groups: customers, journalists and sales representatives. And it had to blow peopleâ&#x20AC;&#x2122;s minds. Creative idea and description: the successful Swedish-heritage concept that helped promote the biggest launch for Volvo Trucks in Europe was here adapted for Asia to give the same impact, tone of voice and brand experience. An all-Swedish crew worked across time zones with the client in Singapore and the local support in Korea. The planning, done remotely, included the set-up of the spectacular Volvo dome â&#x20AC;&#x201C; the largest of its kind in the world - as well as extensive preparations for the presenters. Adding to the challenge was the need to ensure that the concept would work for 3 target groups. The two-week event was carried out in the Seoul metropolitan area. The event kicked off with a press conference at Walkerhill, a premium location for the Volvo dome. The same night, customers enjoyed a welcome dinner, entertainment and a product-reveal. On day two, the sales crew and customers took part in seminars and test-drove the new trucks. Journalists were given the same opportunities on their own dedicated press day. Media Mix: to keep interest high, the agency used a carefully planned mix of both digital and analogue media: films, theory sessions, interactive quizzes and knowledge games, physical puzzles, multi-touch scre-

ens, i-Pads, various test-tracks to drive on, walkarounds, workshops in teams and driving simulators. Audio/video/lights: at the welcome dinner, the trucks were revealed in a show using spectacular animations and dynamic lighting, all synchronized with custom-made dance performances and specially written soundtracks, one per truck. Staging and set design: one of the main goals was to make the information easy for the participants to grasp. The agency accomplished this by staging the trucks separately, using various relevant contexts to differentiate the communication and thus make it more tangible. Results: the event exceeded all expectations, sparked sales interest amongst customers, and received intense media coverage with a total ad value of almost 4.5 million euro. In all, 1,160 customers and 200 journalists from all over Asia, as well as 240 sales representatives attended.

[ DATA SHEET ] Country: Sweden Organiser: A+A Communication AB Client: Volvo Trucks Corporation, Asia/Pacific Date: May 12th -23rd, 2014 Target: customers, journalists, sales representatives and internal network Location: Seoul and Pyeongtaek (South Korea)

109

[integrated event]

eBay Dome Objective: to offer inspiration, engagement and personalized eBay experience; to showcase eBay great value among home and garden category; to leverage Change perception message, mobile and retail-like experience; to drive attention to professional sellers inventory of new and branded items; to launch eBay Design Page. Creative idea and description: an amazing imaginary installation interpreted eBay vision through an artistic perspective. An opportunity to launch the concept with an emotional approach: the eBay Dome installation was set up as a sort of ‘magical dome’ where products on sale on eBay have been hung in different heights from the ceiling, surrounding visitors and including them in a unique experience symbolizing also the web surfing experience. Five thematic areas of the house have been set up: bedroom, living room, kitchen, kids room and dining room. Each area included interactive floors experience where different digital eBay scenarios interacted with people’s movements, to introduce new eBay Design Page – an innovative inspirational shopping destination. The agency chooses Superstudio Più, the headquarter of Milan Design Week, as location of the installation. Several activities, including artistic performance, press preview, tasting experiences, took place to increase the level of sharing and engagement with visitors. Media Mix: the agency supported the event via traditional press office activity, blogger engagement and social sharing on Facebook, Twitter and Instagram.

Audio/video/lights: special video has been set in loop inside the location to let visitors discover eBay Design Page. I-Pad station was available to everyone would like to experience the universe of design inspirations on eBay. In each of the 5 thematic areas included interactive floors experience where different digital eBay scenarios interacted with people’s movements, to introduce and play with new eBay Design Page. Music surrounded the installation all day long to create an informal and stimulating environment. Results: 265 coverage on top international media, 210 journalists attended eBay Dome and more than 100,000 consumers, more then 300,000 twitter audience, nominated as top 10 best installations by 3 top Italian media, 5 national and 32 online Tv broadcasted the event, 22 interviews, 41,583,026 of impressions.

[ DATA SHEET ] Country: Italy Organiser: Ad Mirabilia Client: eBay.it Date: April 8th - 13th, 2014 Target: consumers/visitors, traditional media, bloggers/influencers, business community: merchants and prospects.

Location: Superstudio Più, Milan (Italy)

110

[integrated event]

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: March 11th, 2014 Target: sales network, managers and employees, guests and journalists by invitation

Location: Mediolanum Forum, Assago, Milan (Italy)

111

[integrated event]

themed stage sets, costumes and light designs. The songs were rearranged for the show. Scenes, audio, video and lights were all designed to emphasize the spectacular nature of the performances. Staging and set design: theatrical stage setting designed to serve and specifically emphasize the spectacular aspect of performance by supporting the musical narration, together with the design and use of costumes. Stairs useable in movement, projections, columns with motorized platforms for direct interaction and actuation by dancers. Useable counter with retractable steps and rotating platforms revealing different scenes. Motorized structures lowered from the ceiling structure for special effects. Sliding Lurex curtain. Results: Teatro della Luna sold out with 1,450 spectators. Music Box met with strong involvement and enthusiasm on the part of the public, which saw it as yet another example of Mediolanumâ&#x20AC;&#x2122;s uniqueness. It also raised considerable funds for the Foundation.

Location: Teatro della Luna, Assago, Milan (Italy)

112

[integrated event]

[ DATA SHEET ] Country: Portugal Organiser: Born Client: Sonae MC Date: October 4th-6th, 2013 Target: general public Location: Oporto (Portugal)

113

[integrated event]

[ DATA SHEET ] Country: Portugal Organiser: Born Client: Sonae MC Date: June 21st, 2014 Target: general public Location: Lisbon (Portugal)

114

[integrated event]

Cocoa Plantation Experience in Peru Objective: to incentivize employees through a rewarding experience that will reinforce their pride in working for Valrhona, to emphasize B2B customer loyalty through a focus on raw material quality, and to build a team spirit between all Valrhona stakeholders: producers, suppliers, employees and customers. Creative idea and description: more than just an event, this was a journey at the heart of Peruvian and cacao culture. Together, all levels of the Valrhona hierarchy, its customers, producers, and members of Peru’s government made memories, from the cacao cooperative to visits of the famed sites in this exotic land. To make the visit unforgettable and allow sufficient time onsite, participants were housed in the school of the village that was transformed into a dormitory specifically for the occasion. This set up enabled extensive contact between participants, employees, pastry chef customers of Valrhona, and cacao producers. The program in the village included a number of educative workshops, and a welcome dinner hosted by the mayor and was followed by a

visit of the factory back in town. The two days on the cacao plantation were followed by three days of sight-seeing and discovering Cuzco, Machu Picchu and Lima, staying in top-class hotels and ended with a lunch hosted by Peru’s vice-president. Media Mix: Valrhona communicated internally and to its clients on this once in a life time experience though Valrhona tv. The video served as communication to their global client base. Additionally, an article was published in the Peruvian newspaper ‘El Tiempo’ on the importance and impact of Valrhona production activities on the economic prosperity of the Region of Morropón. Results: the main results from the event resulted in a stronger brand image for Valrhona, an enhancement of employee pride, and reinforced relationships between Valrhona’s all Valrhona stakeholders.

[ DATA SHEET ] Country: : France Organiser: CWT Meetings & Events Client: Valrhona Date: May 11th - 17th, 2014 Target: top management, internal staff & customers Location: Peru

115

[integrated event]

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Movicel Date: July 7th - 12th (Marquee Assembly); 12th - 20th (Assembly / general set-up); 22th - 27th, 2014 (event) Target: Angolan and foreign businessmen and investors, members of the Angolan government, representatives of more than 40 countries present at the Filda, players in the national economy and students Location: Luanda, Angola (Africa)

116

[integrated event]

the country the agency had a small set-up. Music and light for approximately 100 pax. For the music concerts the agency added a construction with cargo containers on the deck of the boat to change it into a concert platform. Professional sound and light set-up for a crowd of 2,500 to 3,000 people. Staging and set design: the biggest challenge was to change the backwater boat into a floating event area. After a long research the agency found the boat and chartered it for 4 months. It was painted in the Maes blue color, the deck of the ship was changed into a concert platform and the agency branded it ‘Maes Music Cargo’. A backstage and dressing room for the artists was created in the hold of the ship. Results: 7,500 pax (activations), 500,000 pax (festivals): 12,500 pax (concerts); Brand health ytd ‘13 vs ‘12: 12,2% /14% (Maes awareness TOM), 17,8%/23,1% (Maes preference), 21,7%/24,5% (Maes drunk last month).

[ DATA SHEET ] Country: Belgium Organiser: Fast Forward Client: Alken-Maes Date: June - October 2013 Target: music lovers & beer drinkers Location: 20 locations in Belgium

117

[integrated event]

118

[integrated event]

BAE Systems Farnborough Air Show Objective: to present BAE to international governments and corporations with a vested interest in the global aerospace industry, attracting new business by immersive demonstration of capability, innovation and solutions. To excite, engage and entertain the public, demonstrating breadth of the aerospace industry. Creative idea and description: based on the BAE history of Air, the creative used visual and audio techniques to connect all of the capabilities and innovations together, giving the visitor one inclusive and highly entertaining journey through the BAE inspired worlds. Working within the BAE brand we developed new stories told in intriguing ways to present BAE’s heritage and its innovations that help make the aeronautical industry at the cutting edge of technology while investigating innovations across the business globally. The agency also considered how to socialise these across all media channels by using highly compelling stories and the power of ‘Wow’ by designing an installation, the AppW, that sat at the heart of the customer experience, an experienced delivered in an authentic aircraft hangar. Media Mix: 3D projection mapping, lasers and lighting transformed a full size flown fighter into a 5-minute visually stimulating and engaging display. A multi-screen environment delivered 150 sq.m of moving images on multiple call-out and image slip screens. Technologies and facilities were showcased and the new Striker II HMD launched. Audio/video/lights: areas dedicated to heritage, electronic systems and the people who innovate, were wrapped

over the flown form, specific stories individually traced and highlighted using audio, video and lasers. A combination of spot sound effects punctuated a soundtrack featuring real acoustic effects produced in 7.1 surround sound, which highlighted key technologies, connecting themes and visuals. Staging and set design: rather than taking the typical architectural approach, our design was based on the wing tip of a jet aircraft as it turns, changing direction, in a clear blue sky. The slipstream connected all stories and experiences using video, projection and lighting reinforced with Led lighting to create the movement of the wing tips of the AppW. The overall plan created a central runway with interactive bays on either side allowing for easy and clear access to the technologies and capabilities presented. Results: the purpose-built meeting suites and hospitality areas were fully utilised hosting hundreds of clients.

[ DATA SHEET ] Country: Uk Organiser: M Integrated Solutions (M-is plc) Client: BAE Systems Date: July 14th - 20th 2014 Target: Trade (July 14th-17th), Public (July 18th-19th) Location: Farnborough Airport, Farnborough, Hampshire, England

119

[integrated event]

Focara 2014 NO Objective: to recreat and contine an ancient folk tradition: the Fòcara, which becomes ‘the good fire of Puglia’, a messenger of peace and human rights in the world, a symbol of protection for the landscape and the vineyards of Salento. Creative idea and description: a winning strategy proved to be the idea of enhancing the ancient folk tradition in its structural components, both secular and religious. Through in-depth knowledge, archiving, and innovation around the large fire, a set of events that can enhance the quality a centuries-old tradition is recreated. By means of the cultural, artistic, and gastronomic contributions, and with the creativity and professionalism of the national and international entertainers, we wanted to interpret and celebrate in a contemporary way, the powerful iconography of this ancient tradition, while maintaining the principal roots. The Fòcara and ‘the good fire’, are symbols which trace the history and rituals, religious, and pagan before then, in the Mediterranean area, become elements of investigation in their ethnic value, which you can still express through the new languages of artistic communication and media aimed at the younger generation. Media Mix: live tv event broadcast on Telenorba (Bari); Live radio streaming on radiofocara.it, on smartphones with the focara app. On FM radio, and channel 862 DT; surveys of the flow and type of visitors from the team of Milan Bocconi University and Attanasi Association Onlus. Audio/video/lights: 60,000 w sound system, suspended on 12m layher towers, a stage measuring

14x12m with indoor layher cage, which 150kw lights are installed to, including about 30 motorized, 40 stage lights and a ledwall for video installations on the theme of fire and inserting sponsor videos. Staging and set design: installation of the Fòcara project by Hidetoshi Nagasawa, with works by the artist commissioned for the event; exhibition and catalog photos taken by L. Battaglia, winner of the Fòcara photography prize 2013; branded ‘equipment agri food Cupagri’ and gastronomic workshop Competition ‘penne al dente journalists chef for a day’ supporting local ‘0km’ products; setting the scene on stage with banners and posters using a dedicated micro-ledwall. Results: increasing the number of tourists, and ongoing development of tourist accommodation in north Salento; increased use of public transport due to the special ‘FF Southeast’ trains: creating works of art, images, and documents for a future museum of ‘contemporary art for the fire’.

[ DATA SHEET ] Country: Italy Organiser: Novoli town / Lecce /Italy Client: Novoli town Date: January 16th, 2014 Target: public event with free admission Location: Tito Schipa’s square, Lecce (Italy)

120

[integrated event]

Siemens Directors’ Club 2014 Objective: to design a profound congress for energy industry heavyweights of that enabled them to discuss the central issues surrounding the future of their industry. In addition to usual conference components, time and space were dedicated to creating an atmosphere of trust and collaboration. Creative idea and description: Abu Dhabi: a key future market in energy with a unique culture. The guiding principle: engage the participants in the Emirate culture for them to gain business and cultural insights. Understanding this culture is key to successful business in the region. Local residents, entrepreneurs and key industry players were the bridge to this awareness. By joining the guests in all activities, locals were able to share their personal lives in Abu Dhabi. “Share My Abu Dhabi Connect - Share - Inpire”. Every aspect of the event was designed to connect the Club members to their host country, including a keynote speech by the UAE energy minister. The history, traditions and life of the Emiratis was the focus: from Islamic customs, to pearl diving and perfume, locals opened doors in intimate settings designed for interaction. Focusing on the development and future of Abu Dhabi was an inspiration for the Directors’ Club in 2014, and beyond. Media Mix: analog and digital. The personally-delivered high-quality invitations underlined the club character, and set the tone for the event. In the run-up to the event, this media was digitally translated into a website. Some of the conference content and people-matching suggestions were also generated on this platform. Post event, the Directors’ Club Website continued to connect and inspire personal exchange. Audio/video/lights: ‘Share My Abu Dhabi’ was also

emphasized by the interaction between the guests and the local film and photo crews who documented the conference. On the last day, a film of the event highlights was shown, and 600 event photographs were on display and available as giveaways at the farewell lunch. Both measures enabled the guests to share their experiences, make lasting memories with Club members and Emirati guests, and to document their immersion in Arabia. Staging and set design: a decentralized set design across all locations stimulated a feeling of belonging in each space. Traditional and modern Arabic design and the materials, patterns and furniture from local partners guaranteed cultural authenticity. Results: questionnaire (210 guests from 40 countries): grade A for the conference, and an A+ for the leisure program. The intimate framework of the event enabled a high-level of peer-to-peer discourse while culturally connecting, sharing and inspiring the guests.

[ DATA SHEET ] Country: Germany Organiser: PHOCUS BRAND CONTACT GmbH & Co. KG Client: Siemens, Energy Sector, Service and Power Generation Divisions Date: March 9th - 11th, 2014 Target: clients from all over the world, high-level executives Location: Emirates: Abu Dhabi, UAE, Jumeirah Hotel at Etihad Towers

121

[integrated event]

Bringing You The World Objective: since the 1920’s Maersk Line has stood for reliability, timely diligence and efficiency. However, the company had become less relevant to the danes. Maersk Line was instead gaining a reputation for being closed-off and autonomous. Would it be possible to create an event that could change this? Creative idea and description: could it be possible to use Maersk Line’s ownership of the world’s largest ship to bring the Danes closer to the company again? Sailing the ship into Copenhagen harbour would provide media exposure and allow the public to experience the ship and the company first hand. The event would allow Maersk Line to tell a story that had never been told before: the story of the container and its impact on the globalization of our world. PS created a 12.000m2 pop-up exhibition named ‘Bringing you the world’. The title alluded to the ship’s capacity for cargo to all parts of the world and the ability to bring the world closer through trade. The exhibition travelled the world and changed the Danish perception of Maersk Line from reserved and distant to open and giving. Both internal and external stakeholders felt a sense of pride in what the company stood for, making the exhibition a success in terms of marketing, corporate responsibility and employer branding. Media Mix: tv commercials, outdoor ads, online banners, commute media and PR. For the exhibition itself PS created an event app, movies and social media walls to name just a few elements. Audio/video/lights: multimedia stations engaged visitors in everything from refrigerated containers to life on board. At a station, a miniature of the ship highlighted its ecofriendly attributes. A huge 180° screen allowed the

visitors to experience what it was like to work for Maersk. A cinema was built to prelaunch a Discovery program about the creation of the ship, and the guests were engaged through Ipad shipping games. Finally, social media walls were sampling and showcasing all activity. Staging and set design: the entire quay was transformed into a giant stage consisting of open shipping containers and other elements from the shipping industry – all in order to tell the story about the container and its impact on the globalization of our world. The exhibition opened with pomp and ceremony to the sound of a boys choir and Queen Mary releasing 18,000 Maersk-blue balloons – one for each container the world’s largest ship can carry. Results: 225,000 visitors; 50,000 people onboard the ship; 95.8% positive experience; 350 media clippings; over 10 spots on national tv; almost 5,000 downloads and more that 1,000 unique photos uploaded to Instagram; 77% more Danish FB fans; 127 % more global Twitter followers.

[ DATA SHEET ] Country: Denmark Organiser: PS Communication Denmark Client: Maersk Line Date: September 2013 Target: general public, employees, clients and politicians Location: main event in Copenhagen (Denmark) plus 10 other cities around the world

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Bacardi Legacy Cocktail Competition 2014 Objective: to communicate Bacardi production and the Bacardi legacy competition through social and regular media by inviting Lithuanian celebrities and opinion leaders to the Baltic states final; to provide the opportunity for Baltic bartending professionals to learn from the best in the industry. Creative idea and description: the event which was organised according to the highest international standards lasted for two days. The first day was dedicated to the arrival of the championship participants and judges. The arrivals settled in Bebrusai manor where the participants received +training from the judges and prepared for the final. The second day was a prestigious event in the town hall of Vilnius. It consisted of two distinct parts - the official Bacardi Legacy cocktail championship and the Bacardi after party according to the 1920s style. The event had 400 participants and among theme there were guests from Latvia, Estonia, famous Lithuanian celebrities, the owners of the most popular bars and clubs in Lithuania, members of the media. During the evening a surprise stunning video projection was shown on the cupola of the town hall that kicked of a live 1920s concert featuring the most popular Andrew Sister songs. Media Mix: invitations to media, partners and celebrities. Print, digital and social media posted the event review without external incentives. Audio/video/lights: all of the technological choices were made to create a total Bacardi and 20s feeling in the venue. The lights completely transformed the historical venue where only the most prestigious events are being held into a

mysterious red Bacardi bar. A unique projection turned the cupola into a screen were the participants could see the historical progression of the Bacardi logo and live through true Bacardi emotions. Staging and set design: the main stage was the main Bacardi bar with the iconic Bacardi bottle wall framed between the historical columns of the building. Heavy black drapes with the Bacardi logo created the 20s feeling in the formal building. During a 30 minute break the main area had to be completely transformed and the main bar turned into a stage for musicians with all the chairs removed to create space for dancing. Results: the gained PR value exceeded the initial investment by 300%. 90% of the invitees arrived. Judges claimed that this regional final was better than the one in Barcelona or Moscow. Post event video was shown to Bacardi global as an exemplary video for other events.

[ DATA SHEET ] Country: Lithuania Organiser: Publicum Events Client: Bacardi Date: February 19th- 20th, 2014 Target: general audience, the media and industry professionals

Location: Bebrusai Manor and Vilnius Town Hall (Lithuania)

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L’Oréal Training Experience 2014 Objective: to create an annual training meeting of the brand with its network of national distribution; to encourage the network components, using an emotional communication; to show product news on live; to loyalty the confidence in new products; to strengthen brand image. Creative idea and description: the agency focused on the art, beauty and fashion, giving the format a name that could became an experience for participants: ‘Training Experience 2014 by L’Oréal’. The agency created an atmosphere that would put together creativity, beauty and fashion and adapted the 30,000 sq.m available in three different scenarios, from which expose new trends. A new training format in Spain, where to combine shows, new techniques, parades, performances and gala dinner where more than 1,500 professionals, clients of the brand, came to the ‘Pabellón de Cristal of the Casa de Campo’ in Madrid. A fashion 600 sq.m catwalk, as a ring, an stage with perfect peripheral vision thanks to its quadrilateral design, on which international hairdressing artists performed their shows with greater creativity and innovation, full of inspiration. Media Mix: creation of a call center. Presence on national and international press. Social Media: Twitter, YouTube & Facebook. Active presence of the most relevant international hairstylists of beauty and fashion. Follow up on life style blogs. Press notes on digital media. 1,800 people produced buzz marketing. Audio/video/lights: a modern audiovisual design, large format projection with the latest technologies, special illumination, creating a unique feel of each

space, that could be also noticed from the outside of the compound. Remote Led candles enlivened the gala dinner, giving the same color as the stage to all the tables. Live music and live broadcast brought modernity and movement leading brand image, with four giant screens offering a full detailed view of hairstyles. Staging and set design: a Village where to expose different brand products. A place to relax and a coffee area overlooking to cover different sets of makeup and national hairdressing salons exhibitions. A space created by an act of co-branding. The design of the main set was based on a fashion quadrilateral-ring, 360 degrees, that allowed a perfect view of each show. Upstairs took place the a gala dinner with skyline scenery, for which we designed a fashion stage with of 380 square meters as a ‘T’. Results: excellent feedback. All objectives have been achieved. The new format has generated expectation looking forward the next edition of the event. Fidelization has been achieved. Creating more than 200 direct jobs.

[ DATA SHEET ] Country: Spain Organiser: Staff Eventos Client: L’Oréal Professionnel Paris Date: May 9th - 12th, 2014 Target: national network of hardressers Location: Pabellón de Cristal Casa de Campo, Madrid (Spain)

125

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The New Volvo Truck Range Objective: developed in Sweden and executed in Asia, the launch of 3 new trucks, FH, FM and FMX, was the biggest truck launch for Volvo Group in Asia, ever. It had to blow peopleâ&#x20AC;&#x2122;s minds, amaze the industry, create a buzz and leave a mark long after the event, not only on the target group but also far beyond. Creative idea and description: the successful Swedish-heritage concept that helped promote the biggest launch for Volvo Trucks in Europe was here adapted for Asia to give the same impact, tone of voice and brand experience. An all-Swedish crew worked across time zones with the client in Singapore and the local support in Korea. The planning, done remotely, included the set-up of the spectacular Volvo dome - the largest of its kind in the world - as well as extensive preparations for the presenters. Adding to the challenge was the need to ensure that the concept would work for 3 target groups. But the agency prevailed, even in spite of a last-minute site change. The two-week event was carried out in the Seoul metropolitan area. The press event kicked off at Walkerhill, a premium location for the spectacular Volvo dome. The same night, customers enjoyed a welcome dinner, entertainment and a product-reveal. Day two, the participants went to a second location for seminars and a chance to experience and test-drive the new trucks. Media mix: to keep interest high, it has been used a carefully planned mix of both digital and analog media: films, theory sessions, interactive quizzes and knowledge games, physical puzzles, multi-touch

screens, iPads, various test-tracks to drive on, walkarounds, workshops in teams and driving simulators. Audio/video/lights: at the welcome dinner, the trucks were revealed in a show using spectacular animations and dynamic lighting, all synchronized with custom-made dance performances and specially written soundtracks, one per truck. Staging and set design: one of the main goals was that the information be easy for the participants to grasp. This has been accomplished by staging the trucks separately, using various relevant contexts to differentiate the communication and thus make it more tangible. Results: the event was a resounding success; it exceeded all expectations, sparked sales interest amongst customers, and received intense media coverage with a total ad value of almost 4.5m euro. In all, 1,160 customers and 200 journalists from all over Asia, as well as 240 sales representatives attended.

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Tiger Woods’s Cross-Continental Golf Shot Objective: Tiger Woods who is the 14-time major championship winner and world number one participated in Turkey’s first ever European Tour event, Turkish Airlines Open in November, 2013. To contribute to promotion of this event and Turkey, was organized a historical golf shot in the Bosphorus Bridge. Creative idea and description: the traffic was closed and a podium was placed in front of the Bosphorus Bridge that is the iconic structure that connects Europe and Asia. At this podium, Tiger Woods hit several balls along the 1.5 km bridge spanning two continents. By this event, Tiger Woods became the first golfer to hit balls from east to west off the Bosphorus Bridge. Tiger Woods participated in this historical event voluntarily. Media Mix: Tiger Woods, one of the most recognizable athletes on the planet, struck several shots from the iconic structure that connects Europe and Asia in front of international and local media.

This event was broadcast live on Cnn, Bbc, Reuters and was in the news of 55 countries. Staging and set design: the traffic was closed for twenty minutes. The platform was placed where Europe and Asia meets in seven minutes. A media helicopter watched the entire event up from the air. Also Getty Images photographers took photos of the Golf Shot and these photos were published in international media. Results: by this event, Tiger Woods became the first golfer to hit balls from east to west off the Bosphorus Bridge. This low budget event which lasts only five minutes created great reactions in local and international media. In addition, this event played in a significant role Turkey’s promotion.

[ DATA SHEET ] Country: Turkey Organiser: Atölye Grup - Yolculuk Atölyesi Turizm Organizasyon Prodüksiyon Client: Turkey Golf Federation Date: November 5th, 2013 Target: sports fans, international media Location: Bosphorus Bridge, Istanbul (Turkey)

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This is my life Objective: to present the My Life investment service. The event, an opportunity to meet with the over 4,000 agents, was also a chance to analyze the company’s performance, discuss future goals and present the biography of Chairman E. Doris. Creative idea and description: starting with a presentation of the new financial planning product My Life, the convention, through a process of metaphor, was built around the keyword ‘life’. Preparation, which took months, involved the active participation of agents (the true protagonists), with the submission of picturesand self-produced videos shown at the Forum to emphasize the value of their professional and family lives, for which awards were then given. Outside guests (investment partners and market-leading research firms) added to the day’s professional aspect. A moving interview was held with Francois Pienaar, the captain of the world-champion South African national rugby team, who emphasized the importance of teamwork and the fundamental values of life through meeting with special individuals (Nelson Mandela). During breaks, live radio broadcast by Rtl 102.5, which aired songs requested by the audience. Venue consisting of multiple floors, with pictures of the 4,000 invitees. Media Mix: before the event, engagement and video- and photo-sharing activities through a Facebook group updated during the day with music requests and posts of live selfies. Journalists from major Italian newspapers were in attendance. Video was shot and shown on large led screens. The company TV network interviewed guests and

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: March 11th, 2014 Target: sales network, managers and employees, guests and journalists by invitation

Location: Mediolanum Forum, Assago, Milan (Italy)

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[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Movicel Date: July 7th -12th (Marquee Assembly); 12th - 20th (Assembly / general set-up); 22th - 27th, 2014 (event) Target: Angolan and foreign businessmen and investors, members of the Angolan government, representatives of more than 40 countries present at the Filda, players in the national economy and students Location: Luanda, Angola (Africa)

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Premium Plaza Carlsbad Grand Opening Objective: to celebrate launching of the high class business centre ‘Premium Plaza’ + to promote modern office spaces to the potential tenants; to introduce ‘Premium Plaza’ as an open + friendly part of the Carlsbad city to its inhabitants (starting part of event ‘Vertical show’ was public). Creative idea and description: the agency decided to build the concept of the event on the most important fact that the building is in the centre of attention – for public, potential tenants + VIP-partners clients and representatives of the developer = amazing Vertical Show on a building (1st time in Czech Republic) which ended with the cutting of the ribbon by top management of the developer. The building is the ‘gift’ to the city and based on this fact it was wrapped with the huge green (client´s corporate color) ribbon and bow for the opening day. The acrobatic performance was public and it had an incredibly positive impact. The second part of the event was only for invited Vip guests + representatives of the developer. The highest (7th) floor including the terrace with amazing view was stylish decorated for rest of the event where all the participants enjoyed live-piano-music as a pleasant background while networking. Media Mix: sending of the letter in the form of a local newspaper with the main news about the opening of ‘Premium Plaza’ combined with the real key as a symbol of the new building to the database of guests. Gifts for guests: Branded czech spa wafers (main symbol of the spa city Carlsbad) with company´s embossed relief. PR in the

local media played important role for the attendance of the public. Audio/video/lights: the unique acrobatics performance was filmed by a small helicopter to get the best possible video-movie results. Staging and set design: the building is the ‘gift’ to the city and was wrapped with the huge green ribbon and bow for the opening day. The highest (7th) floor including the terrace with amazing view was stylish and elegantly set-up and decorated for rest of the event where all the participants enjoyed tasty catering, sunset on the terrace with relaxing live-piano-music as a pleasant background while networking. Results: very positive feedback from both parts - public (200 people) + VIP-partners (almost 100% participation) + unique vertical show = the event fully met client´s expectations.

[ DATA SHEET ] Country: Czech Republic Organiser: Event Factory Client: Strauss & Partner Date: October 3rd, 2013 Target: Vip clients and potential business tenants Location: Carlsbad (Czech Republic)

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each shop, and as specific contributions interacting with the performance. Staging and set design: outdoor area, presentation area and welcome area for exhibition of the vehicles and reproduction of a Ford showroom; transit road reconstructed inside a 2,500 sq.m hangar; eight shops reconstructed: the driving school for the safety systems, the fuel station for low fuel consumption, the art gallery for the elegant design, the furniture store for the comfort of the interiors. Six billboards showing adverts and video contents. Results: enthusiasm of the guests at the end of the event: “In 30 years I’ve never seen such an extraordinary presentation”. The perception was one of great appreciation for the construction of a surprising and original experience. TGF 2014 was the event most shared on social media in the history of Ford.

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Magic of colors Objective: to create an unique event in a location never used before. The agency had to find something extraordinary and ended up making its own location especially for this event and created a story around the new machines which would be launched. Innovation and to expect the unexpected! Creative idea and description: a story based on the background that the first two machines were launched in black and white and now there would be special editions in various colours in the upcoming quarters. The agency thought about: colour, transformation of colours, magic and ended up with: ‘Magic of Colors’. It was clear that even the location needed to be magical; therefore the agency built up three domes in various sizes. Starting with invitations which were able to partly change colour from b/w to coloured by opening it up, the agency set up the whole venue in b/w until the machines were presented. Then the whole venue changed: LED Tables, bar elements, illuminations inside the domes, mapped projections. Even ties from the upper management, the catering personnel and hostesses, up to towels in the toilets, changed to colour. The new machines were presented by the Ehrlich Brothers in an astonishing show. After the show a fourteen course flying buffet was served. A fantastic band raised magical good mood to an exciting atmosphere. Media Mix: due to the fact, that this event was a internal launch event the agency didn’t use any media so that the information stay in the company until the public launch of the machines started. Audio/video/lights: the sound system consisted of the system components L-Acoustics and audio mixing

consoles. 4 big Projectors: 2 for mapping of visual content on 2 U shaped surfaces on the stage and 2 for video content for 2 laterally mounted projection surfaces. In the media technology 4 Parco HDX 20 Flex and a Spyder Vista System was used. consisted of intelligent headlights (Robe) and Clay Paky, the control of the show- and effect light was realised with the help of Grand MA light ray desks. Staging and set design: the stage was built like a classic concert pavilion with an outer and middle projection surface in a U shape and an inner frameless screen wall in a 3D perspective. There was a different setup in each of the three Domes: entrance, check in and coatroom. mingle, lounge, barista bar and new machines bar, photo corner. Stage for presentation and party. Domes with white covers were connected with tubes and embedded VIP toilet containers. Black carpets. white round LED bar tables, snake tables, bar chairs. Results: an internal feedback sheet sent out to the guest afterwards and the result is proving that this was really the best Nespresso event the guests have ever been to before.

[ DATA SHEET ] Country: Austria Organiser: KESCH Branding Client: Nespresso Austria Date: February 28th - March 1st, 2014 Target: customers and partners of electric specialised stores, and employees

Location: Neu Marx open air site, 1100 Vienna (Austria)

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Nissan eNV200 Live Event Objective: to demonstrate the leadership of Nissan in Zero Emission vehicles and explaining how they implement the foundations of LCV breakthrough. Let the journalists experience the vehicle on a normal daily usage for customers and how it fits the expectations of small businesses and delivery Ciesfor example. Creative idea and description: to create the environment of discovery and test in a place that has been used for the launch of the 1st diesel version of the vehicle, the Barcelona flower market. As the

vehicle is now a zero emission real presentation in motion and test drives departure have been directly done inside the building. All the environment is adapted to describe and highlights the key figures around the utilization of an electric vehicle while the flower market was operating. Audio/video/lights: large Led screen used for the press conference on a daily basis. Results: 226 journalists; 370 total measured articles; over achievement of awareness and key message penetration.

[ DATA SHEET ] Country: France Organiser: Le Public SystĂ¨me Client: Nissan Europe Date: June 9th - 26th, 2014 Target: European Automotive Press Location: Barcelona (Spain)

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Dealer Launch Event Porsche Macan Objective: to present all aspects of the new model, make it tangible and convey the image, marketing and product messages of Porsche; to inspire the dealers to also live this enthusiasm in their day-to-day contact with customers and use it to their competitive advantage. Creative idea and description: central hub was ‘Casa Macan’: the multi-function building was located in the heart of Barcelona between the popular city beach and the Olympic marina. It served as central meeting point, starting point for the emotional reveal of the Macan at the Mnac, for the road tour on the idyllic roads around Barcelona as well as for the sports driving experience on the Fast Parcmotor racetrack. In the Dealers Lounge, the guests could talk to each other and the product managers. Here, the guests could experience the Porsche brand and the partner companies Burmester and Bose in the DS Shop, the Fitting Lounge and the vehicle exhibition. Casa Macan hosted interactive workshops that informed about the product and brand strategy. In the evening, it offered a gala dinner, an integrated fashion show and the reveal of the Porsche 911 Targa. Media Mix: web app (porsche.com/casamacan) with background information on the new Macan and daily news on the event. The guests could stay in contact with colleagues by adding the hashtag #casamacan on Facebook, Twitter or Instagram. Several film crews accompanied the guests and the film was shown to the participants and given to them on dvd as a souvenir. Audio/video/lights: the event had two highlights:

1. The reveal with twelve different, partially mobile media walls, a 50,000 W surround sound system and 900 spotlights, including 8 custom design chandeliers each made from 16 Barco MiSTRIPs. 2. The 3D pixel mapping on a 360° rotatable Macan. It was possible to play back emotional video content as well as interactively presented product information during the workshops directly on the product. Staging and set design: Casa Macan’ pavilion: the design objective of the concept for this two-storey structure with a floor area of 2,600 sq.m was to transport visitors into the Porsche world. The Porsche Driver’s Selection Shop, the Exclusive area and the Dealers Lounge on the upper floor were important elements of the brand presence. Results: the guests were invited to rate the following items on a scale from 1 (good) - 5 (poor): the invitation process, the reveal show, the driving programme, the location Barcelona, the event hotel, the overall concept of the event and the Macan. The result after 2,000 survey responses: 1.33.

[ DATA SHEET ] Country: Germany Organiser: Mindact Gesellschaft für Kommunikation Client: Dr. Ing. h.c. F. Porsche AG Date: March 7th – 28th, 2014 Target: Porsche Dealer worldwide Location: Barcelona (Spain)

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A Night For The Players Objective: to launch Sony PlayStation new product - PlayStation®4 - in an unique and amazing way, offering an unforgettable experience to the whole city of Rome, and to communicate the big innovation of the product. Creative idea and description: the agency choose one of the historical symbol of Rome - Castel Sant’Angelo - and changed it thanks to a 4 minutes videomapping show. This venue has been chosen to create a constrast between history and future, the tradition and the technology of PlayStation®4. The videomapping’s storyboard showed all phases of the venue’s change year after year: from castle to fortress and prison in order to celebrate some typical settings of the most famous PlayStation’s games. In addition, the agency changed the castle into a futuristic space shuttle and, at the end, into a all-branded surface (with the brand’s colours and symbols). The show has been repeated several times during the night. At the end of the first show, selected guests and company’s partners joined a special party inside the Castle to experience the product before the launch. Media Mix: the PR dept of Sony PlayStation communicated the event to intrigue press and bloggers. To involve the consumers, instead, it was used the owned media of Sony PlayStation (the official web site, the official blog, CRM and social media - especially Facebook e Twitter). Audio/video/lights: over 120 moving heads and 400 projectors from whole Europe (six of them: 35,000 ansilumen) made the videomapping show possible.

In addition, the videomapping show was integrated with a specific and dedicated light design project. The event was filmed also thanks to two different drones. Staging and set design: the external setting was made by: videomapping, projections, lights and smoke effects to make the atmosphere more immersive and ‘wow’. Inside the venue, the product was displayed inside glass cases. People could try the product and play most relevant and famous games. Historical rooms of Castel Sant’Angelo were well-lighted thanks the projection of the company logotype and light projections. Results: Media cov: 135; Roi: x4; Readership: 6,415,048; Public: 50,000 pax; Over 20 million on YouTube Repubblica.it defined the event ‘A spectacular launch for PlayStation®4’ Kutaku, global videogames website, told ‘It Looked Amazing’.

[ DATA SHEET ] Country: Italy Organiser: Ninetynine Client: Sony Computer Entertainment Italia Date: November 28th, 2013 Target: consumers (show); journalists, bloggers, endorsers and opinion leaders (party) Location: Castel Sant’Angelo, Rome (Italy)

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HTC One (M8) - Design Inside & Out Objective: to create an event based on the Design Inside & Out Concept; to realize HTC One (M8) launch, at the same time of the global one, with a spectacular show, an istitutional presentation and the opinion leaders engagement. Creative idea and description: press conference in live stream with New York and London for the product launch with welcome coffee. Location choice based on the capacity: the area had to house a cubed structure of 16 x 9 m and allow to accommodate 150 guests. Event based on the Inside & Outside Design concept, one of the main feature of the product. In order to make this aspect perfectly clear and to remark the high tech side of the device, we realized a cube video projected from the outside (through shapes and colours) and from the inside of the box (with emotional contents linked to the main technical new features of the product). The smartphone has been revealed to guests through a series of themed areas that permitted a direct experience. In the evening, everyone could assist to the first stage of the roadshow dedicated to the retailers. Media Mix: press office, PR web (Social - dedicated website). Audio/video/lights: the show has been realized with the use of 10 video projectors of 15,000 ansilumen on a cubic surface of 16 x 9 m. This allowed to obtain an immersive and spectacular result. Staging and set design: a cube positioned at the center of 2,400 sq.m of parterre. Half of the parterre was a cocktail area. The other half, was to experience the productâ&#x20AC;&#x2122;s features (camera, sound - the area was

soundproofed- accessories, user interface). All around the cube there were enlightened design objects with the shape of cubes and spheres. Video contents was based on the new device features. All the elements were chosen in order to respect the design concept behind the event. Results: 168 journalists/bloggers; 27 interviews; 359 articles.

[ DATA SHEET ] Country: Italy Organiser: Ninetynine Client: HTC Italia Date: March 25th, 2014 Target: press, partners, retailers Location: Palazzo del Ghiaccio, Milan (Italy)

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Macan Factory Inauguration Objective: the shared story of Porsche and the city of Leipzig began in 1998 with the production of the ‘Cayenne’. How can you stage the inauguration of a factory that plays such an important role for a company and a whole region and motivate journalists to report on the start of the Macans’s production? Creative idea and description: Saxony is historically known as a state of innovation and with three patented inventions per day Saxon scientists live up to that reputation to this day. At Porsche, formerly one of the biggest family-owned German enterprises, the employees still enjoy a special standing. Therefore the solution almost came with the challenging task at hand - the region’s people and the employees themselves had to be the foundation of the opening show in order to continue the shared success story of Porsche and Saxony. As a result, the factory inauguration was indeed an event that could happen like this only in Leipzig and only with these protagonists – tailor made for this one historical moment: The start-up of the assembly line at the new premises. The factory became the stage and representatives of creative institutions in Leipzig, other stakeholders and the employees were the actual ‘stars’. Media Mix: all the different medias at the inauguration had in common that they were directly connected with the region: Some ‘pros’ like the presenter, the actors, a famous children’s choir and the costume designer. The absolute distinctiveness was created by the Porsche employees themselves. 30 among them were casted, then coached and became eventually the stars on stage. Audio/video/lights: the classic attributes of an intimate play as a ‘fine and significant’ art form, characterized

by craftsmanship and focus on content, became the directive for the production. The recurrent theme of region and people/employees at the centre of attention was consequently applied throughout the whole event. So not ‘bigger, better, faster’ but the ‘love for detail’ became the core idea in all use of the different technical productions. Staging and set design: the factory became the stage and representatives of creative institutions in Leipzig, other stakeholders and the employees were the actual ‘stars’. So of course the event took place in a tent directly in front of the Macan Production hall with a live-connection directly into the factory. The set design was orientated on the Porsche design and the set up between the different scenes was rebuilt by Porsche employees integrated in the show. Results: the fact that all planned goals were achieved is illustrated by the general feedback and the 54 top articles in the first 24 hours!

[ DATA SHEET ] Country: Germany Organiser: Pure Perfection Client: Porsche Date: February 11th, 2014 Target: employees, press, politicians Location: Porsche Macann Factory, Leipzig (Germany)

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Carlsberg Join The Greats Objective: ‘Join the Greats’ experiential event was to engage with Carlsberg consumers, Liverpool fans and members of the public to offer them the opportunity to Join the Greats with three of their mates in Anfield. The Join the Greats campaign was also to create opportunities to capture excellent digital content. Creative idea and description: Verve were engaged to deliver an experiential event to create awareness and execute the Join the Greats competition. Winners of the Join the Greats competition would win a Vip football experience to Anfield in May 2014. The agency were responsible for a two part experiential launch day event consisting of on street video booth & secret rooftop experience. The agency built a bespoke video booth within the city center for consumers to walk through and give a piece to camera as to why they are a truly great fan. If the participant met the criteria of a ‘Winner’, a Liverpool Great, would make their way from back of house into the booth and surprise the participant. The Liverpool Great would communicate next stage of the activation. There were three ‘Winners’ selected. Each winner had 90 minutes to collect three of their mates & return to secret location to take part in the rooftop football experience. Only two teams made it back within the time frame. Competing against each other in skills test & penalties for one winning team. Staging and set design: an activation of this kind had never been done in Ireland so was a first for an Irish audience. The agency used a commercial daily space, car park and transformed it into Carlsberg’s

own private rooftop football pitch. Results: Pr value over 1,000,000 euros. Facebook reaching: 1.4 million, +18 males an average of 17 times 1,400 competition entrants on Facebook, 24% increase in fans, 38% increase in Likes, 15,561 engaged users; 825,768 views on YouTube; Achieved World Class Execution in Outlet With 20,000 Competition Entrants.

[ DATA SHEET ] Country: Ireland Organiser: Verve, The Live Agency Client: Diageo, Carlsberg Date: March 12th, 2014 Target: Carlsberg consumers (25 – 45) and Liverpool Fc fans Location: Dublin (Ireland)

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[musical event]

Meskie Granie 2014 Objective: artistic juxtaposition of strong personalities, styles and generations among Polish musicians; free creation with no genre restrictions, new musical quality with a touch of visual arts. The tour reflects the key ideas of the Zywiec brand: manliness, high quality, uncommonness, originality, openness. Creative idea and description: Meskie Granie, sponsored exclusively by the Zywiec brand, promotes Polish culture: its participants include Polish musicians, designers and visual artists. Musicians performed the pieces that inspired them and appeared in most uncommon collaborations, juxtaposing their styles and arranging music that would never see the light of day in other circumstances. During this year’s 5th edition, an Orchestra replaced the current artistic director – a remarkable band composed of musicians from various generations and rooted in different musical genres created a unique ensemble. As part of the tour promotion (7 concerts in Poland) the band recorded a single which topped the Polish charts. The project skillfully combines tradition and modernity in two areas: music and visual arts. Media Mix: the campaign (local and national) included press, radio, internet, outdoor ads and social media. Media: Tvn, Radio Trójka and Gazeta Wyborcza. New media: ‘Kroniki Meskiego Grania’ (3-min Tvn program), ‘Nowe Meskie Granie’ (with the audience voting for new bands) or ‘Zwrotka Zywca’ (an interactive video; create your own songs using words prerecorded by various artists) Audio/video/lights: the event was co-created by the most talented Polish visual artists and many

other remarkable individuals. Jan Holoubek created the visualisations and served as the lighting director. Robert Majkut, a famous designer, designed the set and the whole event was directed by Kobas Laksa. The speakers used had a combined power of 10,000 watts, and visualisations were displayed on 3 Hi-Led screens. Staging and set design: around 200 people worked on the production of the event, including technical staff, artist support staff, sound engineers and lighting technicians in addition to the production team. The scenography, food and drinks areas, chill-out zones, and merchandise points were erected. Results: 30 K tickets sold (6 concerts) 1,9 K media publications 430 accreditation applications FB: 53,422 new fans, 25,92% committed fans Zwrotka Zywca: 900 K views, 350 K users, 180 K verses created YouTube: 1,700 K film views from the 2014 edition WWW: 2 300 K entries, 550 K users. Data until 05.09.2014.

[ DATA SHEET ] Country: Poland Organiser: Agencja LIVE, Tbwa PR Client: Grupa Zywiec Date: June 28th - August 29th, 2014 Target: music fans Location: Sopot, Kraków, Poznan, Chorzów, Warsaw, Wroclaw, Zywiec (Poland)

141

[musical event]

Location: Teatro della Luna, Assago, Milan (Italy)

142

[musical event]

EDP Cool Jazz Objective: the brand’s association to musical events is a central part of its communication strategy. The aim of the event was to consolidate the relationship between brand and clients, by creating brand experiences that are fun, memorable, and full of good energy. Creative idea and description: EDP Cool Jazz is a music event that takes place through out the month of July in some of the most iconic locations in Portugal, where music, nature, and heritage are fused in an array of concerts. In 2014 it celebrated it’s 11th edition and EDP’s 3rd consecutive year as naming sponsor of the event, consolidating the brand’s cool energy with the highest quality of music. The brand activation not only contributed to the functioning of the event as a whole, but also improved the experience of those attending the event. The entrance of the event was decorated with a curtain of fairy lights and large decorative letters spelling

out EDP Cool Jazz. Other decorative items and informative signs were placed all over the venue, as well as decoration for the stage. A lounge area was built for the guests, where they had the opportunity to sit down and relax with a great view of the stage. In this area merchandising gifts and a popcorn trolley were offered to the guests. Results: the balance at the end of the event was very positive. The contributions of the agency were essential for its functionality, and helped to create memorable experiences for its audience. The aims and objectives were met by having brand reach thousands of people.

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: EDP - Energias de Portugal, S.A. Date: July 3rd, 4th, 6th, 10th, 13th, 24th, 26th, 2014 Target: general public Location: Oeiras (Portugal)

143

[musical event]

the country the agency had a small set-up. Music and light for approximately 100 pax. For the music concerts the agency added a construction with cargo containers on the deck of the boat to change it into a concert platform. Professional sound and light set-up for a crowd of 2,500 to 3,000 people. Staging and set design: the biggest challenge was to change the backwater boat into a floating event area. After a long research the agency found the boat and chartered it for 4 months. It was painted in the Maes blue color, the deck of the ship was changed into a concert platform and the agency branded it ‘Maes Music Cargo’. A backstage and dressing room for the artists was created in the hold of the ship. Results: 7,500 pax (activations); 500,000 pax (festivals); 12,500 pax (concerts); Brand health ytd ‘13 vs ‘12: 12,2% /14% (Maes awareness TOM), 17,8%/23,1% (Maes preference), 21,7%/24,5% (Maes drunk last month).

[ DATA SHEET ] Country: Belgium Organiser: Fast Forward Client: Alken-Maes Date: June - October 2013 Target: music lovers & beer drinkers Location: 20 locations in Belgium

144

[musical event]

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Ferrero Spa - Nutella Date: May 17th-18th, 2014 Target: general public, Nutella lovers, families, institutions, media Location: town of Alba, Naples - Piazza del Plebiscito (Italy)

145

[non Profit / social service event]

Fly for Peace Objective: to focus attention on the need for peace, cooperation and dialogue among Mediterranean peoples through meaningful actions to promote life and dignity for each and every person. Creating a buzzis not enough, the even aims to initiate a process of concrete support through awareness-raising. Creative idea and description: Sinergie has conceived and organized the Fly for Peace format to valorize an event concept originating in an idea by the local organizing committee that gradually drew in the highest political, military, religious and humanitarian institutions on the national and international level, integrating concrete aid, dialogue and exchange, shows and contests to raise awareness of the related issues. The event began with the delivery of a load of humanitarian aid to Beirut. It continued with three days of ‘Peace Dialogues’ in Erice between representatives of international religious, cultural and political groups; the inauguration ceremony of the Pepoli Tower; stands, exhibitions and concerts in the Peace Village at Trapani, with a show hosted by Carmen La Sorella with guests such as Esa astronaut Major Luca Parmitano and the ‘Butterflies’. Rai provided live broadcast of Mass on Sunday morning and the afternoon air show with international aerobatic teams, concluding with the Frecce Tricolori. Media Mix: two press conferences; a dedicated website; two social media accounts (FB, Twitter) with over 135,000 contacts during the event. Many articles and blurbs in local and national online and printed news sources. 5 hours of live broadcast by Rai with launches on national and local radio and tv.

Audio/video/lights: on over 3 km of sea front, there were 20,000 W of amplification with live Rai commentators. At the Peace Village there was a 15,000-W line-array loudspeaker system for the Holy Mass, the evening show and the other events on the program: over 100 kW of lights, a 6x4 mt Led-wall, 3 mobile filming units, 10 tv cameras, a 12-mt Jimmy Jib. Staging and set design: the fully branded Peace Village featured one stage (over 160 sq.m) and two 5-mt towers. There were over 1,000 mt of security and protocol barricades, 30 exhibitor stands and one tlc container. There was an exhibition area with 2 planes from the Italian Air Force. There were 300 sq.m of platforms, two grandstands with 800 seats and one 240-sq.m roofed hospitality facility set up on the strand. Results: more than 100,000 people participating in the Peace Village. Over 1 million viewers for live Rai tv coverage and a dossier of proposals and official papers recapitulating the Peace Dialogues.

[ DATA SHEET ] Country: Italy Organiser: 27Names - Sinergie Client: Fly for Peace Promotional Committee Date: from June 24th to July 18th-20th, 2014 Target: national and international audience Location: Trapani and Erice, Sicily (Italy)

146

[non profit / social service event]

Parte de Nós Ambiente (Part of Us - Environment) Objective: to preserve biodiversity, by gathering some volunteers among EDP’s employees, who bring their families to help cleaning forests and beaches, by removing the invasive species, in several regions of the countries where EDP Group is present. Creative idea and description: this is a Corporate Social Responsibility event of EDP Group, organized by Fundação EDP within the EDP Volunteering Programme. Every year, EDP challenges its employees to join Part of Us - Environment, which aims to help the environment and make people aware of the importance of maintaining forests and beaches clean and protecting biodiversity. With this project, EDP reaches three goals: the first one is to preserve biodiversity; the second one is to be closer to the employees and their families, and to mobilize them

to be proactive in environmental causes; the last one, but definitely not the least important, is to be a beneficial agent (in opposition to an invasive agent) in the regions where EDP Group is present. Media Mix: environment in all internal communication media: tv, radio, magazine and intranet. Besides this four media, the company put roll-ups in several EDP’s buildings, with the calendar and the regions where the initiative was taking place. Results: in 2013, 1,630 volunteers contributed with 9,000 hours of voluntary work for the success of Part of Us - Environment, in more than 30 regions. After the initiative, these volunteers become more aware of the need of preserving biodiversity and the difference that each one of us can actually make.

[ DATA SHEET ] Country: Portugal Organiser: EDP - Energias de Portugal, S.A. Client: EDP - Energias de Portugal, S.A. Date: July 2013 Target: EDP’s employees and their families Location: several regions throughout the countries where EDP Group is represented, mainly in Portugal, Spain, Brazil and USA

147

[non profit / social service event]

Socks for life by EFCNI Objective: to create a lot of attention and high recognition for the handover of signatures from an online petition in the heart of the EU, in Brussels; to reach the representatives with the demands for adjusting the medical and social standard. Creative idea and description: the idea was to initiate a live communication campaign that had an art project at its core. The first picture donated was from René Boll and served the basis for the campaign visual on all levels. Thus giving the project a distinct advantage from other public campaigns or lobbyist events. The extraordinary occasion for the exhibition opening even allowed the initiators to win the European Parliament as venue for it and thereby reaching the target group directly. At the same time as a curator spoke to artists directly, parents associations and other organizations throughout Europe were motivated to win over artists to participate. Finally more than 30 works from 16 different countries, among them Australia, China and South Korea were brought together in a specially designed exhibition system. Over 30 international artists participated: René Böll, Robert Wilson, Elfriede Jelinek, Ruprecht von Kaufmann, Ignacio Burgos and Roberto Cavalli. Media Mix: the core of the EFCNI campaign was the art exhibition and the opening event. The use of several different medias supported the main event. So a separate website campaign in 8 languages, socksforlife. org, provided pre-event publicity, information and tips for interested artists, European parent organizations and members of the public, especially those affected and medical professionals. Links with Facebook, twitter and

many national homepages achieved a communicative success in advance. Audio/video/lights: the core of the event was a vernissage with the art works in focus. The pieces themselves needed no special audio or video. Staging and set design: a special system was designed, for ‘hosting’ and protecting the heterogenous art works, but also creating a ‘frame’. It was build to suit the special needs at the European parliament, inclusive lighting, but also potential further vernissages. Meanwhile the sponsor Draeger hosted the exhibition and celebrated a vernissage at their plant in Luebeck. Results: the project highlight and communication target was the exhibition at the European Parliament. The presence and visits of many MEPs allowed for numerous in-depth discussions. The live communication campaign of Socks for Life by Efcni set a sympathetic note for better maternal and neonatal health.

[ DATA SHEET ] Country: Germany Organiser: Joke Event Client: EFCNI / Drägerwerk Date: April 7th - 10th, 2014 Target: interested public, in particular affected persons and experts

Location: European Parliament, Bruxelles (Belgium)

148

[non profit / social service event]

LEGO Blind Art Project Objective: to create an innovative project to promote the creative power behind Lego and to attract new target audiences for the Lenbachhaus Museum. Creative idea and description: the agency developed a series of workshops for blind children in the Lenbachhaus. Museum educators described ‘The Blue Horse’ by Franz Marc to the children. The children then recreated the painting out of their imagination with Lego bricks. Through the Lenbachhaus Facebook page schools for the blind were invited to the workshops. And on the Lego Facebook page, the art works were made

public as part of an online exhibition. In regular workshops the blind shared their work with sighted children. The blind children got access to the world of art and sighted children access to the world of the blind. Results: the ‘Blind Art Project’ was broadcasted through tv, off- and online newspapers. Through Facebook the Lego works of art were made public – reaping enthusiastic reactions. Now, the ‘Blind Art Project’ is part of the Lenbachhaus educational program and allows schools and other groups to participate.

[ DATA SHEET ] Country: Germany Organiser: Serviceplan Client: Lego Date: May 10th, 2013, August 8th, 2014, January 13th, 2014 ongoing Target: children, in particular blind children and their parents. Art-inspired adults and Lego fans Location: Lenbachhaus Munich (Germany)

149

[non profit / social service event]

Life Time Clock Objective: due to multiple scandals Germany has seen a decrease in Organ Donor Card Holders by nearly 33% from 2010 to 2013. 11,000 people are still in need of a donor organ. The Life Time Clock was built to emphasize the urgency of organ donation and motivate people into becoming organ donor card holders. Creative idea and description: to change the lives of many the agency focused on the life of one: Kevin. One of the largest hour glasses ever created was built to represent the short time he has left. The Life Time Clock will run for six months. Without receiving a donor heart in time, Kevin will die. In support of the client ‘Fürs Leben - Für Organspende’ the Life Time Clock made its debut at the Organ Donation Day in Stuttgart Germany.

After its highly successful debut, the Life Time Clock then toured Germany. Once Kevin has found a new heart the Life Time Clock will be restarted for a new patient. Results: the ‘Life Time Clock’ received more than 90,000 visitors during the event and moved many thousands in to becoming donor card holders. More than 6 million viewers were touched by Kevin’s story when the ‘Life Time Clock’ was featured on Germanys top news show, Tageschau. It gained national media attention when it was visited by Germanys Minister of Health. Many more millions of viewers gained insight to the cause when the Life Time Clock was featured on multiple media outlets worldwide. 630,000 € media spending’s were saved.

[ DATA SHEET ] Country: Germany Organiser: Serviceplan Client: Stiftung Fürs Leben c/o Deutsche Stiftung Organtransplantation (DSO)

Date: June 7th, 2014 Target: general public Location: start in Stuttgart (Germany) and then toured Germany

150

[non profit / social service event]

Traffic Light Kamasutra Objective: for decades, campaigns have been running, pointing to the dangers of Hiv/Aids. One reason that fewer people are interested in this is that they are often met with a moralizing wagging finger. Therefore, the objective was: to sensitize the target audience of the dangers of Hiv in an entertaining way. Creative idea and description: in so many things, many young people think about absolutely everything these days – just not about safe intercourse. Therefore, the Aids-Hilfe (Assistance) Hamburg wanted to take the opportunity to mark World Aids Day, to ensure special attention where it really counts: in the most famous entertainment district of the city! The agency spoke with the target audience precisely when it was most relevant and used for this an advertisement you just can’t miss: the Traffic Light Kamasutra (walk, don’t walk light). The agency installed it during the night of World Aids Day on the Reeperbahn addressing partygoers. The highlight: when the light is red, the little man on the traffic light gets a visit from his girlfriend. When it’s yellow, a condom lights up. And when it’s green, the two show their favorite sexual positions. Much to the delight of surprised passersby, people in green morph suits performed the positions live on the street. Media Mix: using the QR Code, the passersby could go directly to the campaign’s landing page with Facebook integration. Here, they were able to take a part in a vote for their favorite position or receive assistance from the Aids-Hilfe Hamburg as well as the Deutsche Aids-Hilfe (German Aids association). Next, the agency distributed the campaign clip, which was hugely shared. Audio/video/lights: the passersby were recorded

during the campaign with a hidden camera. For authentic implementation of this, audio and lights were omitted. So the agency could use the street setting realistically. The traffic lights conveyed our message. Staging and set design: one night, a van, four traffic lights, twelve Kamasutra templates, four condom vending machines, road markings, QR codes, condoms, postcards, four green morph suits, and of course plenty of mulled wine. Kamasutra Lights were installed in order to address as many night owls as possible. Through the selected positioning and temporary pavement markings, our staging of a real traffic light pedestrian crossing was very realistic. The passersby came, saw it and understood it immediately. Results: over 2,000 condoms taken, 3,500 Facebook Likes, and four times more counseling contacts than usual – making the Traffic Light the most successful campaign of this kind. Aids-Hilfe Hamburg received a huge amount of attention and made sure that people have fun while ‘safely’ having sex.

[ DATA SHEET ] Country: Germany Organiser: Vagedes & Schmid GmbH Client: Aids-Hilfe Hamburg Date: December 1st, 2013 Target: young, sexual active adults (18-30 years) Location: Reeperbahn, Hamburg (Germany)

151

[public event]

152

[public event]

153

[public event]

NOS Air Race Championship Objective: this event is a new concept in aircraft racing: up to 8 airplanes race at the same time, in the skies. An in-depth study of current aircraft racing and competitions was the basis for this unique format. Its model is the famous Reno Air Race, which has been running in the Usa for more than 50 years. Creative idea and description: this new concept, based on the competition model of top motor racing events, was rated as having all the characteristics to become a unique world-class air competition. Portugal was chosen for the first contest for the indisputable beauty of Cascais Bay and for its exceptional climatic conditions. On July 4th, 5th and 6th, over Cascais Bay, took place the most thrilling and competitive air race Portugal had ever seen. With multiple aircraft flying simultaneously, piloted by an international group of elite aviators, the NOS Air Race Championship was an event which combined competitiveness, a huge audience, a first-class location and a thrilling spectacle, in which the sound of aircraft flying at 350 km/h at 30 mt above sea level, exceeded all expectations, giving the public the chance to see a live airplane race which encompassed both competitive sport and acrobatics. Along the bay, there was also an exhibition of various planes from the Air Museum.

Media Mix: several press releases were made and translated into a lot of news that made more than 500,000people attended and watched the event, on Cascais Bay. Staging and set design: the event took place near the coastline, allowing the public to have a grandstand seat for the entire show with an unlimited view of the whole area. The circuit had 6 inflatable pylons, placed on rafts, which marked out the circuit, allowing the aircraft to compete in an exclusive, selected flight path. Throughout the weekend, two classes of aircrafts, each with 8 international pilots, after a set of qualifying rounds and super-qualifiers, the competitors lined up on a take-off grid, Reno style. Results: more than 500,000 people came to Cascais Bay to attend this unique and memorable event. It was such a success, that it is envisaged, for the future, that it will continue at an international level, with aircraft competing in an exclusive European circuit, and later on, worldwide.

[ DATA SHEET ] Country: Portugal Organiser: ARC - Desafio Global Ativism Client: ARC – NOS – Cascais Municipal Council Date: July 4th, 5th & 6th, 2014 Target: general public, Vip guests and the press Location: Baía de Cascais (Portugal)

154

[roadshow]

Samsung Galaxy S4 Jeep Roadshow Objective: to introduce Samsung Galaxy S4, which is one of the newest and the most sophisticated product of Samsung, to the target audience. Creative idea and description: to bring the technology of Samsung Galaxy S4 to the consumers with six mobile teams that drive the latest cars with complete interior and outdoor lining, based on the idea ‘Samsung Galaxy S4 Visits You’. Experience zones were created both with cars and in the most crowded squares that are visited the most in summer to introduce Samsung Galaxy S4 with the mobile

teams and to draw the most attention for the introduction. Staging and set design: six top model cars and experienced hostesses introduced S4 by going to the most popular summer places. The consumers had the chance to experience the car one-to-one. The guests who had one-to-one experience were presented with gifts. A Samsung Galaxy experience zone was created in Bodrum Square. The functions of S4 were described to the guests in order to reach the target audience. Results: was covered a distance of 5,800 km with six jeeps and was met the target audience at 23 different points. The number of the people who took one-to-one Samsung Galaxy S4 training was 26,265. The team worked for 252 hours. Were distributed 7,000 giveaways and we acquired a visibility to 85,000 people.

[ DATA SHEET ] Country: Turkey Organiser: Atölye Grup - Yolculuk Atölyesi Turizm Organizasyon Prodüksiyon Client: Samsung - Cheil Worldwide Date: August 1st - September 1st, 2013 Target: technology fans Location: Bodrum, Çesme, Istanbul (Turkey)

155

[roadshow]

156

[roadshow]

At the heart of energy Objective: to enable people to see how the plant works, to make known the history of the company, which has always stood out for its innovation and progress. To involve both the adult and children in learning about the way the plant operates. Free musical event inside the plant itself. Creative idea and description: the territorial roadshow is one of the events organised to celebrate the 130th anniversary of Edison. The ‘open house’ weekends are structured as follows: guided tours inside the plant, accompanied by plant personnel; laboratories for kids, organised by MuBa (the Children’s Museum), specially created to explain how the plant operates through play; musical event for the whole populace (Accademia della Scala ensemble for smaller areas, or pop concert for larger audiences). A freephone number was activated by the agency for each step of the tour, for use by those wanting more information and wishing to book tours and laboratories in advance. At the end of each guided tour, a canvas bag with the operation logo was distributed, containing information on the history of Edison and how the plants operate. Media Mix: above the line advertising in local/regional newspapers; web planning on local/regional sites; boardings throughout the area; radio spots; fliers; publication of information on each step in the roadshow on the internet site www.edison.it and on the company intranet. Results: opening of the Sonico and Cedegolo Hydroelectric plants, 1,400 visitors; opening of the Meduno Hydroelectric plant and the Cà Selva Dam,

Friuli: 1,600 visitors; Pozzallo, first public opening of the Vega Platform, Sicily Opening of the Venina and Ganda Hydroelectric plants: 1,200 visitors.

[ DATA SHEET ] Country: Italy Organiser: Edison with the co-operation of Allea and Sec Client: Edison Date: from June to July 2014 Target: general public and stakeholders Location: Valcamonica, Val Meduna, Pozzallo and Valtellina (Italy)

157

[roadshow]

158

[roadshow]

Hyundai Motor Deutschland National Promotion 2013 Objective: to promote the image of Hyundai in Germany, familiarising the guests with the Hyundai brand, its philosophy and the different vehicle models as well as establishing contact with potential vehicle customers and drawing attention to special campaigns. Creative idea and description: in 2013, the super election year, public interest in Germany was focussed on the forthcoming general elections and four state elections. Under the direction of Innocean Worldwide Europe, Mindact developed the idea to pick up this momentum and to put forward an additional candidate in the election with the Hyundai ‘polling station’. The motto and a wide variety of claims were consistently implemented in the communication media of exhibition stand, flyers, competition, social networks, Hyundai home page and vehicle decals. The motto ‘Germany votes! 5 worry-free years’ picks up the defining topic in a friendly way, integrates the brand’s 5-year warranty promise and uses the ‘voting options’ of customers for the content to be conveyed. The actual election programme includes statements on brand and product, e.g. ‘Yes to new possibilities!’, ‘Yes to Germany’. All ‘election promises’ conveyed exclusively positive messages, so that it was a matter of choosing between but deciding for one thing. Media Mix: the local dealers were involved in advance and provided with different information and adv materials on the regional daily newspapers, local radio, Hyundai website and Facebook. Audio/video/lights: full HD multitouch display where visitors

were able to inform themselves about the Hyundai brand, the vehicles, the involvement in motor sports as well as development and production in Europe. Current event information was displayed on different screens, as well as advertising of the local Hyundai dealers and product films for the different vehicles. Staging and set design: to reduce personnel and space costs, Mindact developed a highly flexible promotion stand with considerably shortened setup/dismantling times compared with conventional systems. The solution: A two-level promotion stand consisting of three individually converted overseas containers with a high long-distance impact and a wide range of modules with direct reference to the motto and the Hyundai brand. All of the 20 stops could thus be realised with a 3-man strong crew for setup/dismantling. Results: the national promotion 2013 easily exceeded the ambitious targets with over 40,000 contacts at the stand and 2,500 generated test drives.

[ DATA SHEET ] Country: Germany Organiser: Mindact Gesellschaft für Kommunikation Client: Hyundai Motor Deutschland Date: June 21st - November 16th, 2013 Target: prospective customer Location: Germany

159

[roadshow]

UniCredit, UEFA Champions League Trophy Tour Objective: to leverage UniCredit’s UEFA Champions League sponsorship to reach and engage a wider audience of both existing and new consumers. Creative idea and description: building on UniCredit’s UEFA Champions League campaign: ‘Life, like football, is full of ups and downs. We’re there for both’, the creative idea was to celebrate the feeling of the greatest up. The Trophy Tour could be visited in five different markets. A special balcony bus was used for trips through the cities. The Tour enabled people to experience the ‘UniCredit Walk of Champions’ a unique football exhibition displaying UEFA Champions League memorabilia and a variety of interactive stations to browse the greatest moments and heroes in the history of the UEFA Champions League. The highlight of the visitor experience was the celebration balcony. Here they could come face to face with the star of the Tour, - the UEFA Champions League Trophy - and capture the moment with their personal trophy picture. RFID technology allowed visitors to instantly share their moment of glory and all other remarkable experiences via social media. Media Mix: the UEFA Champions League Trophy Tour presented by UniCredit was promoted through UniCredit social media channels (global and local), local print ads, local radio spots, outdoor and an extensive PR program including press conferences to kick-off each stage of the Tour. Next to that also UEFA’s (digital) channels were activated to leverage their reach for a wide UniCredit brand spread in Europe. Audio/video/lights: more than six interactive ‘game and video stations’ were built for the visitor’s entertainment. All stations

were linked through RFID technology in order for visitors to gather content on their personal digital dashboard. The dashboards facilitated sharing the UniCredit branded content to the visitors’ social media channels. In order to attract passers-by footage from inside the ‘Walk of Champions’ was broadcasted on large LCD screens on the exterior of the construction. Staging and set design: the entire set up was built as a ‘one way’ experience making the visitor encounter every aspect of the exhibition/experience, but keeping the flow of the event with thousands of visitors per day. Results: social media: over 17 million people reached via 115,000 pieces of content created by visitors and posts on UniCredit and UEFA online channels. Free publicity: 75 million gross contacts with a value of €3,5 million (media coverage). Paid media: 100 million gross contacts, value €1,1 million (media plan).

[ DATA SHEET ] Country: Italy Organiser: United State of Fans \ TBWA and \Auditoire Paris Client: UniCredit Spa Date: September 20th - October 23rd, 2013 Target: large audience, especially football fans Location: Berlin (Germany), Budapest (Hungary), Bucharest (Romania), Sarajevo (Bosnia and Herzegovina), Sofia (Bulgaria)

160

[sport event]

UniCredit Uefa Champions League Final Objective: high quality logistic support; strong territorial know-out; management of about 1,200 participants (employees and special guests) arriving in Lisbon; social program tailored UniCredit delegations from all over Europe and organization of parallel activities for special guests. Creative idea and description: AIM handled approximately 1,200 guests, for a total of 28 bus, 33 minivan and 140 staff people at the stadium; 11 parallel events and a special gala dinner in one of the most prestigious buildings in Lisbon - Queluz National Palace, a place where guests are usually received by the Government. The theme around the main UniCredit event was ‘Discover the Stars’. The Highlight of the event - besides the Champions league finals itself - was doubtlessly the gala dinner. A specific show was created that included the projection of a unique Video on the Palace’s main façades as well as the production of a show with approximately 15 actors taking the guests on a journey into Portuguese history. By performing a lively and colourful choreography symbolically interpreting the courageous Portuguese Discoveries the motto ‘Discover the Stars’ was beautifully linked to the heydays of Portugal’s history, giving the destination’s colours to the whole event. Audio/video/lights: lighting materials placed around the external French styled Garden to created a whole magical world. Stars were projected on the tall trees and bushes, rotating lights gave us the illusion of falling stars and lighted corridors were created among the garden’s

vegetation. In addition and as a highlight of the evening, a movie specially produced for this event was projected on the external façade. Staging and set design: large scale backdrops and other branded elements were used throughout the event. Branding is a main part of an event such as this one. The Company’s logo must be well visible in all locations as this is one of the main advantages of being a sponsor in a major sporting event – publicity! In all main parts of the event from the Press Conference to the Gala Dinner, large backdrops were created for the different stages as well as Interview Backdrops and Press Walls for photo shoots. Results: 11 events organized throughout the required period, including a special gala dinner at the historic Queluz National Palace; more than 500 transfers organized. Thanks to the mutual trust established with the client, AIM has reached a very high level of participant satisfaction.

[ DATA SHEET ] Country: Italy Organiser: AIM Group International Client: UniCredit Date: May 23th-25th, 2014 Target: employees and special guests from UniCredit Italy and foreign branches

Location: Lisbon (Portugal)

161

[sport event]

162

[sport event]

Olympic Park Sochi Letna 2014 Objective: make the fans feel as if they were attending the games in person. The main goal was to turn passive tv consumers into actively engaged people, bring the games to Prague and introduce winter sports to a wider and younger generation of fans. Creative idea and description: the Olympic Park with total range of 17,000 sq.m was created in the centre of the city where visitors could go ice-skating, snowboarding and cross-country skiing. They could try ice hockey, curling, a snow park and even biathlon. Visitors could participate in live video links with the athletes in Sochi or even meet them personally in the park. Live concerts and broadcasting of the Winter Games on big screens were on every night. Live broadcasting of the Olympic Games was an important part of the whole project - 40 min. of live footage was broadcast daily on national network tv, including 2 times on the main news. The park became a place where you could try different winter sports, have fun together and cheer for Czech athletes. As the official supplier of the Czech Olympic team, AV MEDIA was responsible for the technical production and technological equipment for the park. Using modern audiovisual technologies, AV MEDIA created a pleasing atmosphere for the diverse range of sports. Media Mix: media played an important part in the Olympic Park in Prague. Total media reach is the highest in the history of Czech Olympic sport. In total 7.2 million people were reached by the Olympic Park in media. The campaign was based on two basic slogans: ‘Live the Olympic Games in

Prague’ and ‘Meet Your Olympic Stars’. Paid media for the campaign were equally divided between OOH, print, radio, and online. Furthermore, the media itself became a part of the campaign. Audio/video/lights: nearly 200 sq.m of LED screens and a number of other displays allowed park visitors to watch the performances of Czech athletes, cheer for them and enjoy their successes together. Throughout the whole complex, with a total area of 17,500 sq.m, nearly 500 eco-friendly lights were deployed, lighting a hockey rink, curling sheet, and snowboarding ramp, as well as an ice skating surface, ice trails, paths and the podium. In addition to classical lighting, it was used more than 1,5 kms of Led strips. Results: the Olympic Park in Sochi - Letna 2014 has so far been the most successful project that the Czech Olympic Committee ever held. It strongly supported the Olympic Spirit and also attracted many people and children to sport.

[ DATA SHEET ] Country: The Czech Republic Organiser: Czech Olympic Committee + AV MEDIA Client: Czech Olympic Committee Date: February 6th - 23th, 2014 Target: all fans of the Olympic Games Location: Letna Orchards, Prague (Czech Republic)

163

[sport event]

Banca Mediolanum Giro d’Italia Objective: in addition to serving as an important vehicle for the brand, the Giro d’Italia represents a unique opportunity to develop a presence throughout Italy by building relationships with a large number of customers and prospects in the country. Creative idea and description: the Giro d’Italia is one of the three most important multi-stage bicycle races in the world. Banca Mediolanum has been participating since 2003 as sponsor of the King of the Mountains Jersey, maintaining a presence at the starting points and finish lines of each stage with a commercial stand welcoming the general public with gadgets. Many customers and prospects have been invited to cycle the race route, led by great cycling champions and Banca Mediolanum endorsers (P. Bettini, M. Fondriest, G. Motta and F. Moser), and to watch the arrival at the finish line from lounge areas/trucks with special catering service or to watch the race from moving cars just a few metres from the track. At each stage Banca Mediolanum invites over 250 customers and prospects to gala dinners at stunning historical villas, where they can experience the Giro d’Italia atmosphere and spend an evening with celebrity endorsers. Media Mix: in addition to the traditional channels, the inclusion in the staff of a blogger and a video-maker has broadened community content through the production of video materials to be shared on the dedicated website, www.storiedalgiro.it, as well as on official social network pages. Audio/video/lights: the technical set-up is based on the principles of efficacy and dynamism. The aim was to use pink and light blue Led lights to highlight the brand, details of the

locations and settings. The audio accompanied the arrival of the guests and the serving of aperitifs with background music. Staging and set design: guests were greeted at a welcome point featuring a Plexiglas panel with pictures and biographical details about endorsers. The welcome cocktail area was set up with four 1 x 2 m platforms with blue carpet and MedBikes on display and a backdrop for taking pictures with endorsers. Results: for Banca Mediolanum, 2014 was a record year in terms of: the brand’s value and visibility (value of 4.6 million euro); the direct involvement of individuals (50,000 total contacts over 21 stages); online presence (21,000 visits to the dedicated website and 92,000 content items viewed).

[ DATA SHEET ] Country: Italy Organiser: Banca Mediolanum Client: Banca Mediolanum Date: from May 9th to June 1st, 2014 Target: general public at outlet stores (43,000 individuals registered) and selected customers and prospects at hospitality events (1,400 participants) and gala dinners (4,200 participants). Location: Stages - 38 cities. Gala Dinners - 16 cities (Italy)

164

[sport event]

165

[sport event]

Audio/video/lights: EDT had to set up a 350,000 w lightning and sound system at Cibeles and Santiago Bernabéu for a tremendous show. The agency also made an scenario at the middle of the pitch: a cube with more than 400 sq.m of led screens that hold the player at the top. For a more impressive show it has been made a holographic projection from the four sides of the stadium that looked astonishing. Staging and set design: a 360° scenario with a 70m high difference from the audience. At the same time EDT had to make a massive scenario and led screen at Cibeles for all the fans, plus all the structure surrounding the Cibeles and a bridge that let the captain hug the sculpture. Results: the result was marvellous, the event flowed perfectly with out any incidents, the prove for this was that all the media from all around the world reflected how impressive and well coordinated the show had been. A perfect final touch for a historical celebration, La Decima.

[ DATA SHEET ] Country: Spain Organiser: EDT Eventos Client: Real Madrid C.F. Date: May 23rd-25th, 2014 Target: Real Madrid Fans Location: Madrid (Spain)

166

[sport event]

[ DATA SHEET ] Country: The Netherlands Organiser: Heineken & United State of Fans/TBWA (agency) Client: Heineken Date: May 24th, 2014 Target: consumers (male, 22 - 35) Location: Ibiza (Spain)

167

[sport event]

168

[sport event]

All in or nothing Objective: leverage the ‘all in or nothing’ campaign as a dominant media message during the Fifa 2014 World Cup Create a spectacular moment to create buzz. Offer a positive and never seen before experience Balance media ‘shockwaves’ through PR storytelling. KPIs: More than 150 clippings and 3,000 publications. Creative idea and description: two weeks before ‘14 World Cup, adidas launched its bigger communication campaign. They wanted an activation that affirmed it is still the global football leader, France’s favored brand and illustrate the ‘all in or nothing’ campaign with a strong message. ubi bene proposed that adidas France affirm this position through a powerful, surprising demonstration defining the campaign through a bold and daring launching party #allinornothing. On May 26th, 2014, adidas France launches its campaign by completely demolished the symbol of the darkest episode of French football: ‘the Knysna bus of shame’ that the ‘10 French team refused to descend. The demolishment took place in the biggest scrap yards in the Parisian suburb, in front of media and influencers. To transform the space catering to a specific scenography for the event, industry codes as cold spaces and steel to create the unforgettable atmosphere were used. The demolishing party was the perfect stunt to make French ready for ‘14 WC! Media Mix: Adidas’ strong relationship with key media targets allowed the brand to invite stakeholders without having to explain the event beforehand. Audio/video/lights: to create a general brand atmosphere, a VJ was asked to diffuse the adidas ‘all in or nothing’ commercials on big walls around various

locations of the place. A dedicated film was produced, introducing the context of the demolition Famous DJs created a sound ambiance that matched both the location and adidas France: electro & French touch Lights were an important part of the scenography by highlighting adidas products and famous football players’ posters, giving a special atmosphere to the place. Staging and set design: a 1,800 sq.m scrap yard was chosen as the venue of the demolition, providing an atypical industrial and underground backdrop to illustrate the ‘all in or nothing’ spirit. The venue also reflected the authenticity and singularity of destruction, adding to the ‘or nothing’ claim of the campaign. Car headlights were also set up to project the adidas logo and strobe lights were strategically installed to create a crackling, tense feeling and literally make the stage shake! Results: 150 journalists and bloggers were present. 400 happy few: former football players, opinions leaders. 300 clippings: 20 tv, 20 radios and 11 international. 4,000 publications on social networks 2 twitter trending topics.

[ DATA SHEET ] Country: France Organiser: ubi bene Client: adidas Date: May 26th, 2014 Target: consumer and media Location: La Courneuve (France)

169

[sport event]

Gymkhana Grid - European Gaulet Objective: to share a new sports discipline; to enhance the sense of identity with the brand through their icons worldwide; to excite the consumer when they experience a live show for the first time in which they have been able to enjoy through online media; to position, as a benchmark, the first major event organize. Creative idea and description: the brand asked for an unusual area for the development of the creative concept that was to involve an automobilistic competition in a space where they created the biggest musical festivals like; Rock in Rio (Madrid). Adrenaline, risk, emotion and diversion are some of the adjectives that describe this competition; car vs. car, in a circuit with symmetric obstacles and at the same time allows you to see the spectacular nature of maneuvers, skids and always aware of who is in 1st place. More than 7 hours of events including classification trainings, thrilling stunts from Ken Block and Vaughn Gittin Jr. among others, followed by the competitions and a spectacular final between Ken Block AND Nani Roma. Simultaneously, they installed a half pipe for Bmx, live music from a popular DJ, a speaker from Eurosport, tattoo artists, autograph session, canons that launch t-shirts and performances from the Monster Girls. Media Mix: attractive marketing campaign on and offline. Media Day with more than 150 accredited media specialists worldwide, which also had the chance to do exclusive interviews and co-drives with Ken Block and Vaughn Gittin Jr. Audio/video/lights: for the sound proofing the area had

10,000 w of equipment installed. Production and video system for the direct projection onto jumbo screens. Various aerial views from a drone that was flying permanently. Spectacular flame throwers generating an underground space that was identifiable by the brand. Staging and set design: 3 areas: General Services Area (weeding maintenance, cleaning, waste management, communications and security and evacuation plans); Sport Area (New Jersey fencing, circuit design, pit area, rescue staff, credentials and hospitality); Public Area Services (ticketing, access control, security, medical services). There were more than 200 people working exclusively for the development of this event. Results: the results of the media clipping: 7,286,912 impacts on the television, 1,181,826 impacts in the press and 74,190,136 impacts online. 5 videos with major visualization (600,000 hits) and more than 2,000 videos online.

[ DATA SHEET ] Country: : Spain Organiser: Uila Motor y Aventura Client: Monster Energy Date: November 1st, 2013 Target: young people (18-35 years), motor enthusiasts and lovers of extreme sport, bloggers, opinion makers and mass media Location: City of Rock, Arganda del rey, Madrid (Spain)

170

[sustainable event]

RWE IT Slovakia ‘Gives Back Wings’ Objective: RWE IT Slovakia company prepares every year for its employees a team day with volunteering character which influences in a good team spirit and the feeling of fellowship. The team day is always a peak of so-called Week of a good thing, which is a whole company activity aiming at help to communities. Creative idea and description: the goal was to find the best location and strong theme for a team day, which would involve a combination of company’s aims and values, and the voluntary work focused on strengthening of team spirit and continuing with tradition of voluntarily oriented team events. The agency has created a concept ‘RWE IT gives back wings’ in the ‘Birds Paradise’ located near the village of Senne in Eastern Slovakia. It is almost forgotten protected area, one of the most important ornithological areas in Central Europe due to presence of variety of bird species. Birds Paradise was in a poor conditions, local and national authorities had no resources to make a change in this place of high ornithological importance. The task of employees was to help ornithologists and conservationist to clean, renovate, build and in this way to preserve the area and its facilities. Every team was working under the supervision of specialists and actors with increasing the motivation and Csr teamspirit of participants.

Media Mix: internal communication (online, web, social media); Interactive live invitations (living statues, Birds paradise animated video /cartoon); Pre event and post event PR (tv, press, online). Audio/video/lights: evening evaluation ‘Birds Night’ in garden and green style. Staging and set design: main focus on birds origami decorations and with the nature (sea, field) connected event area, stages and tents. Results: thanks to team day, RWE IT employees reached the creation of the sustainable future of the Birds Paradise for its birds population. At the same time it brought participants together while doing a good thing for environment and community by making Birds Paradise a better and nicer place for the world.

[ DATA SHEET ] Country: : Slovakia Organiser: Creative Pro, s.r.o. Client: RWE IT Slovakia, s.r.o. (from June 2014 FPT SLovakia, s.r.o.)

Date: September 13th, 2013 Target: employees Location: Birds Paradise, Senne (Slovak Republic)

171

[sustainable event]

French Sound Objective: the concert in Piazza Farnese is the most important event of the series and aims to unite the two nations, by selecting one French and one Italian artist, giving life in this way to a zero emissions event thanks to a special stage powered by solar panels. Creative idea and description: the 2014 edition was performed by Emilie Simon, Irene Grandi and the Betta Blues Society (winners of the Edison - Change the music contest). The free concert took place using the energy provided by the solar panels over the stage. This made it a completely zero emission event. As it was a mainly unplugged concert, the idea was to recreate an intimate, welcoming atmosphere.

The organisers came up with a different option to avoid using traditional seating: one thousand large green cushions (50x50 cm) to be handed out to the audience. In just a few minutes the square turned into an open-air sitting-room! A total of twenty 150 watt panels were used, giving a fully sustainable consumption of 54 Kwh. Media Mix: press, web, advertisement, fliers planning. Edison and Institut Francais social network. Edison Intranet. Results: over 2,000 people present. Great press coverage. Coverage by national TV. Repeat broadcast of the event on Rai Radio Due.

[ DATA SHEET ] Country: Italy Organiser: Institut Francais and Edison Client: Institut Francais and Edison Date: June 27th, 2014 Target: general public Location: piazza Farnese, Rome (Italy)

172

[team building]

Conquer the Future Objective: to develop a sports team building as a part of the conference in Malta. Goals of the event were: the team building must consolidate its participants; the impressions after the event must be as bright as possible for every participant. Creative idea and description: the agency proposed the team building which based on the show Fort Boyard. Venue of the event, Fort Manuel, it is the ancient fortress in Malta. This country is historically linked with the knights, and the huge Fort Manuel perfectly accommodates

a large number of participants (340 people). Many interesting tasks in the key of selected concept were found. The monitoring over route of all commands was carried out and safety of participants was ensured. Sport activities, popular tv game and the rules of chivalry events complement each other. Results: this is one of many feedbacks, that the agency has got after the project: â&#x20AC;&#x153;Thank you for organizing this event! We began seeing color dreams every night since then...â&#x20AC;?.

[ DATA SHEET ] Country: Russia Organiser: 27Names - MaxiMice Client: Nestle Date: October 7th -11th, 2012 Target: employees Location: Malta

173

[team building]

Location: Teatro della Luna, Assago, Milan (Italy)

174

[team building]

[ DATA SHEET ] Country: : Slovakia Organiser: Creative Pro, s.r.o. Client: RWE IT Slovakia, s.r.o. (from June 2014 FPT SLovakia, s.r.o.)

Date: September 13th, 2013 Target: employees Location: Birds Paradise, Senne (Slovak Republic)

175

[team building]

ING Day - Going for 2015! Objective: ING wanted to become Preferred Bank in 2015 and counted on their employees to adopt this strategic vision. Besides this objective, several values needed to be ‘experienced’ during this event. Creative idea and description: in order to reach this objective, a buy in of all ING employees was needed. d-side came up with the idea: ‘Going for 2015’ = not only the symbolic number 2015 as key objective, but a real challenge: walk or run all together 2015 km during a group building event for a good cause (Unicef) and set a real world record. In a prestigious stadium in the capital of Belgium. Moreover, the agency needed to make sure that people felt motivated to attend the event because 50% of the personnel is required to realize this challenge of 2015. At the same time, the agency wanted to avoid the feeling of a sport event in order to attract people. An entire program was elaborated to have a real ‘group building event’ with fine food, networking, concert, animation. The baseline ‘Your Step Makes The Difference’ put the emphasis on the fact that personal involvement and commitment was needed to take up this challenge. Media Mix: teaser videos were sent out via e-mail, where orange footsteps were shown on an ING HQ office. ING people were curious to find out who was behind this mystery. A relay stick with paper invitation that served as invitation and teaser at the same time, to make a reference to the challenge. Audio/video/lights: the Stadium was turned into an ING universe: orange. This thanks to lights, special effects, fireworks … Videos were made upfront to

broadcast during the event and to engage people even more for the challenge set. A live video captation was done. Staging and set design: the agency put one main stage very central in the stadium, where artists performed. Just opposite this stage, an extra screen and speaker desk, where the new ceo did his 1st speech ever to his people. Results: more than 70% employees registered and more than 65% was present at the event itself. In the evaluation, more than 90% found the event from good to excellent!

[ DATA SHEET ] Country: Belgium Organiser: d-side group Client: ING (banking) Date: October 3rd, 2013 Target: ING employees: from the head quarters and the agencies

Location: King Baldwin stadium, Bruxelles (Belgium)

176

[team building]

Just Do It Objective: to communicate the 2014 strategy to its staff in an clear and striking manner. With this in mind, an entirely different, out-of-the-box approach was taken for this year’s edition of the event and the theme chosen was ‘Just do It’. Creative idea and description: the entire event was planned and designed around the idea of ‘Just Do It’ which was hugely different from the usual format for this event. Before the event, as a teaser, every member of staff was given a helmet, and they were challenged, in small groups, to make videos showing examples of how things should and shouldn’t be done, to be screened and discussed on the day of the event. The presentations were screened on to the side of a truck and all the content was specifically formatted accordingly. The staff was divided into five groups and each group had to prepare an activation focusing on one of the Central de Cervejas brands (E.g. Sagres sales point; Luso beach bar; Desperados Party). The participants were provided only with the materials and tools and had to ‘build’ the various event spaces themselves. The action got underway when a truck arrived with the products (beer and water) that all the participating members of staff had to unload at the various spaces. Media Mix: invitations and information about the event were sent through the company’s internal communications channels. Audio/video/lights: the presentations were screened on to one of the trucks from the Central de Cervejas fleet and the contents were produced and developed for this unusual format. Additionally, works created

throughout the event and in real time by two graffiti artists were projected on to the walls of the LX Factory. The stage lighting completely transformed the venue; what was initially nothing more than a simple factory scenario was transformed into a fantastic space, replete with contrasting lights. Staging and set design: the event took place in an old warehouse belonging to LX Factory in Lisbon, a place where old printing presses have given way to creative industries. The truck and a wall of the LX Factory were used as the projection screens. The works created by the two graffiti artists were s creened in the event room. During the event, the participants themselves recreated the various brand spaces. Results: the ‘Just Do It’ message was transmitted clearly and was received by all the staff. It was a different kind of day that motivated the staff to meet the sales and strategic objectives set by the company.

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Heineken Group in Portugal (SCC – Sociedade Central de Cervejas e Bebidas, S.A.) Date: April 11th, 2014 Target: staff Location: Lx Factory, Lisbon (Portugal)

177

[team building]

Dentsu open-air festival Objective: after the merger of Aegis Media and Dentsu the entire German network was to meet for the first time. The challenge: to develope an event format that would show the positive changes taking place and at the same time promote networking. And not the usual team building/employee event or party stuff! Creative idea and description: a merger? A teambuilding event? No: a creative, communicative, inspiring open-air festival. Standing for freedom and high spirits. Whoever is shy about risking the weather or enjoys a certain standard of comfort has to make compromises. Can you expect this from employees? You can. With courage, optimism, upgrade of sanitary facilities, protection from the elements and a few hotel rooms. On June 5th Dentsu Aegis Network, a leading agency group for communication and media consulting, celebrated the festival for its entire 750 German employees. The format reflects the change processes of the team. Without the usual speeches, workshops, but with a lot of communication and fun. An event that closely reflects the brand. With real camping, crazy happenings, humor and a strong involvement of everybody – in advance through the social network ‘Neon’, on stage with bands from their own ranks, side shows with homemade content and through documentation via the festival app. Media Mix: the new internal social network was used for festival information and daily news: 28,000 clicks indicated a measurably interest. Via mobile festival site, one could be kept abreast of in advance and post impressions/photos: Images, videos, texts (including 300 selfies with Mr. ‘Supergeil’) and on VA Day, 1,600 hits in

the app list. The agency values were integrated into the festival branding. The graffiti legend ‘Loomit’ visualized these values in a large, multi-segment image. Audio/video/lights: authentical stages and set ups (e.g. camp site) for a music festival with typical and untypical side attractions. Façade projections for interactive content. Staging and set design: the matching location in an industrial setting. With matching music and shows on several stages – far from the mainstream. With real camping instead of hotels, crazy happenings, lots of humor and a strong involvement of the employees – in advance through the social network ‘Neon’, on stage with bands from their own ranks, side shows with homemade content through façade projections and through documentation via the festival app. Results: the feedback was outrageous: real festival feeling - even with rain! Digital networking from the first instant and live meeting the new colleagues. Communicating content like values in a very playful but effective way.

[ DATA SHEET ] Country: Germany Organiser: Joke Event AG Client: Dentsu Aegis Network Germany Date: June 5th, 2014 Target: all German employees of the company Location: Landscape Park Duisburg Nord (Germany)

178

[team building]

Orange Village Camp Pribylina Objective: to stimulate creativity, cooperation and helpfulness which are necessary prerequisites for functioning team work; to create an opportunity for colleagues in Orange from whole Slovakia to meet each other and share the experience. Creative idea and description: employees of Orange sales points are exposed to stress at work; therefore, when the agency received the request for an unconventional team building schedule, it was looking for a way to change this situation by bringing more humaneness, satisfaction and common experiences into corporate relationships. Simply, return to the original values. The agency decided to journey back in time and space into the era of our ancestors. This was a period, where every person depended on their own skills as well as on their

interaction with others. The event was aiming to stimulate employees to cooperation, creativity, and helpfulness, which are necessary prerequisites for functioning team work. Furthermore, it was an excellent opportunity for colleagues in Orange from whole Slovakia to meet each other and share the experience. Results: the event has achieved customerâ&#x20AC;&#x2122;s main objectives. The event stimulated creativity, cooperation and helpfulness through common experiences with unusual manual work. It has been proven beyond doubt that Orange employees pull on the same end of the rope.

[ DATA SHEET ] Country: Slovakia Organiser: Monarch Client: Orange Slovakia Date: July 2013 Target: employees of Orange Slovakia Location: Pribylina (Slovakia)

179

[trade show]

[ DATA SHEET ] Country: Portugal Organiser: Desafio Global Ativism Client: Movicel Date: July 7th -12th (Marquee Assembly); 12th - 20th (Assembly / general set-up); 22th - 27th, 2014 (event) Target: Angolan and foreign businessmen and investors, members of the Angolan government, representatives of more than 40 countries present at the Filda, players in the national economy and students Location: Luanda, Angola (Africa)

180

[trade show]

Ericsson at Mobile World Congress Objective: to generate demand for Ericsson’s products and services. Building on previous years, to improve perception of Ericsson as an innovative ICT Leader that understands their customers’ business. Creative idea and description: after meeting an Ericsson representative in reception, visitors were taken to an observation platform where they could see an overview of the experience. From here, they followed one of five. Customer Interest Lines which took them on a tailored journey through the

products and services most relevant to their business. Together, these five Customer Interest Lines formed a Subway Map which gave customers a clear and tailor-made path through almost 200 Ericsson products and services. Innovative demo stations and models brought the products and services to life, including a model of an entire city, made of Perspex blocks and lit from below. At the centre of the experience sat the Compass Point, the embodiment of the Guide principle. This illuminated centrepiece was where delegates discovered more about Ericsson’s thought leadership and future vision, told through animated touch screens and research demos. Everything was designed to help Ericsson strengthen their relationships with customers. Results: visitors were up by almost 20 % from 2013; visitors spent, on average, three hours in Ericsson’s Space; 94 % of guests described their visit to Ericsson as being excellent or very good.

[ DATA SHEET ] Country: UK Organiser: Jack Morton Worldwide Client: Ericsson Date: February 24th - 27th, 2014 Target: B2B Location: Barcelona (Spain)

181

182

EuBea 2014 Main Characters 27 Names - Agencija Promo Integrated Event. Elan White circus on the sea..........................pag. 107

Agencja Live Musical Event. Meskie Granie 2014..........................................pag. 141

27 Names - Magic Garden Celebration / Festivity. 70th anniversary of Normandy Landings.....pag. 72

AIM Group International Sport Event. UniCredit - Uefa Champions League Final.........pag. 161

27Names - Fieldwork B2B Event. Arcus Volvo Range...................................................pag. 20 B2I / Convention. PwC - ‘The Lead’.............................................pag. 53

AIM Group Spain, S.L. Congress / Conference. World ATM Congress 2014.....................pag. 89

27Names - MaxiMICE Cultural Event. Viennese Opera Ball...........................................pag. 93 Incentive. Winter Tale - Summer Ice of Norvegian Journeys.....................pag.103 Team Building. Conquer the Future..............................................pag. 173 27Names - Sinergie Non Profit / Social Service Event. Fly for Peace.................................pag. 146 27Names - The Oval Office Celebration / Festivity. Emmaüs, 15th Anniversary......................pag. 73 A Loud Minority B2C Event. Swergie Berlin..........................................................pag. 34 Integrated Event. Nike Run Viking #runfree.............................pag. 108 A+A Communication Integrated Event. The New Volvo Truck Range........................pag. 109 Launch Event. The New Volvo Truck Range.............................pag. 126

Alessandro Rosso Incentive e Havas Events Milan B2I / Convention. Jeep® Dealers Meeting..................................pag. 54 Atölye Grup B2B Event. Samsung LFD............................................................pag. 21 In Store Event. Samsung Galaxy S5 Post Launch Event............pag. 106 Launch Event. Tiger Woods’s Cross-Continental Golf Shot.....pag. 127 Public Event. Tiger Woods’s Cross-Continental Golf Shot.......pag. 153 Roadshow. Samsung Galaxy S4 Jeep Roadshow.....................pag. 155 Sport Event. Tiger Woods’s Cross-Continental Golf Shot........pag. 162 AV Media + Czech Olympic Committee Sport Event. Olympic Park Sochi - Letna 2014.........................pag. 163 Balich Worldwide Shows Celebration / Festivity. Sochi 2014 Olympic Closing Ceremony................pag. 75 Celebration / Festivity. Sochi 2014 Paralympic Opening Ceremony........pag. 76 Celebration / Festivity. Sochi 2014 Paralympic Closing Ceremony...........pag. 77

Ad Mirabilia Integrated Event. eBay Dome....................................................pag. 110

Banca Mediolanum B2B Event. This is my life............................................................pag. 22 B2I / Convention. This is my life...................................................pag. 55 B2I / Convention. Mediolanum Music Box..................................pag. 56 Integrated Event. This is my life.................................................pag. 111 Integrated Event. Mediolanum Music Box................................pag. 112 Launch Event. This is my life.....................................................pag. 128 Musical Event. Mediolanum Music Box....................................pag. 142 Sport Event. Banca Mediolanum - Giro d’Italia.......................pag. 164 Team Building. Mediolanum Music Box...................................pag. 174

Advanza Event Management B2C Event. Aeroflot Platinum Bonus presentation...................pag. 35

BBDO Live B2C Event. smart DJ - The world’s first turntable test drive....pag. 36

Acciona Celebration / Festivity. 1813-2013 Bicentenary: 200 years building San Sebastian....pag. 74 Public Event. 1813-2013: 200 years building San Sebastian.......................pag. 152

183

[european bea 2014 - main characters]

Celebration / Festivity. Anniversary Event - 150 years of Bayer..pag. 78 Born Branding and Activation SA B2C Event. Mercado de Sabores Continente............................pag. 37 B2C Event. Mega Pic-Nic Continente........................................pag. 38 Integrated Event. Mercado de Sabores Continente.................pag. 113 Integrated Event. Mega Pic-Nic Continente.............................pag. 114 CP+B Scandinavia B2C Event. The Great Phone Swap............................................pag. 39 Creative Pro, s.r.o. B2B Event. Office2Go - 1st B2B Live! Roadshow.......................pag. 23 Roadshow. Office2Go - 1st B2B Live! Roadshow....................pag. 156 Sustainable Event. RWE IT Slovakia ‘Gives Back Wings’...........pag. 171 Team Building. RWE IT Slovakia ‘Gives Back Wings’................pag. 175 Creative Spirit B2I / Convention. Boston Scientific Emea Sales Meeting 2014............................pag. 57 CWT Meetings & Events Incentive. Mapfre Convention 2013........................................pag. 104 Integrated Event. Cocoa Plantation Experience in Peru...........pag. 115 d-side group Team Building. ING Day - Going for 2015!...............................pag. 176 Desafio Global Ativism B2C Event. Movicel Stand - Filda 2014......................................pag. 40 B2C Event. Yorn Bundalicious....................................................pag. 41 B2I / Convention. Paving the way with our clients....................pag. 58 Integrated Event. Movicel Stand - Filda 2014...........................pag. 116 Launch Event. Movicel Stand - Filda 2014................................pag. 129 Public Event. NOS Air Race Championship..............................pag. 154 Sport Event. NOS Air Race Championship................................pag. 165 Team Building. ‘Just Do It’.........................................................pag. 177 Trade Show. Movicel Stand - Filda 2014..................................pag. 180 Edison B2I / Convention. Power For Pioneers.........................................pag. 59 Celebration / Festivity. Young for 130 years................................pag. 79 Roadshow. At the heart of energy..........................................pag. 157 Sustainable Event. French Sound...............................................pag. 172

EDT Eventos Celebration / Festivity. Real Madrid Champions League Celebration........pag. 80 Sport Event. Real Madrid Champions League final retransmition....pag. 166 Energias de Portugal, S.A. B2C Event. EDP Brand Activation at Music Festivals.................pag. 42 Musical Event. EDP Cool Jazz....................................................pag. 143 Non Profit / Social Service Event. Parte de Nós Ambiente (Part of Us - Environment).............pag. 147 Event Arena, s.r.o. B2I / Convention. The World of Axa............................................pag. 60 Event Factory Launch Event. Premium Plaza Carlsbad Grand Opening.........pag. 130 Eventisimo B2I / Convention. Oriflame Cis Gold Conference 2013..............pag. 61 Celebration / Festivity. ‘Camina’...................................................pag. 81 eventplan gmbh Launch Event. 3Premiere.............................................................pag. 24 B2B Event. 3Premiere...............................................................pag. 131 Fast Forward B2I / Convention. Maes Music Cargo...........................................pag. 62 Integrated Event. Maes Music Cargo.........................................pag. 117 Musical Event. Maes Music Cargo.............................................pag. 144 Filmmaster Events B2B Event. New Holland Agricolture Emea Dealer Convention........pag. 25 B2B Event. Transit Go Further 2014...........................................pag. 26 B2C Event. Happy Birthday Nutella...........................................pag. 43 Celebration / Festivity. Happy Birthday Nutella...........................pag. 82 Hybrid Event. Happy Birthday Nutella........................................pag. 98 Integrated Event. Happy Birthday Nutella................................pag. 118 Launch Event. Transit Go Further 2015....................................pag. 132 Musical Event. Happy Birthday Nutella....................................pag. 145 Focus Event B2B Event. Asseco Poland Gala..................................................pag. 27 Fondazione Fòcara Novoli Integrated Event. Fòcara di Novoli 2014...................................pag. 120

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George P. Johnson Congress / Conference. Cisco Live! 2014......................................pag. 90 Cultural Event. Get Reading.......................................................pag. 94 Hybrid Event. Cisco GSX..............................................................pag. 99 Grupo Sorensen SBA S.L. B2I / Convention. Altadis Annual Convention 2013...................pag. 63 Heineken B2C Event. The Heineken Ibiza Final.........................................pag. 44 B2C Event. Heineken Trophy Experience...................................pag. 45 Celebration / Festivity. The Heineken Ibiza Final.........................pag. 83 Roadshow. Heineken Trophy Experience................................pag. 158 Sport Event. The Heineken Ibiza Final.....................................pag. 167 Sport Event. Heineken Trophy Experience...............................pag. 168

Konstantin Grcic Industrial Design B2C Event. TT Pavilion................................................................pag. 49 Kunzberg GmbH Congress / Conference. Alternative Drive Concepts....................pag. 92 Le Public Système Hybrid Event. Microsoft TechDays 2014...................................pag. 102 Launch Event. Nissan eNV200 Live Event.................................pag. 134 Leopard Production B2C Event. Red City ....................................................................pag. 50 MCI Deutschland GmbH B2B Event. Bosch Cordless Technology Summit 2014...............pag. 30 Medialaan nv B2B Event. Medialaan Live On Stage.........................................pag. 31 Celebration / Festivity. 25 years VTM: Een Dikke Merci Vol Magie........pag. 85

Horeca Group B2C Event. Heineken City on Open’er Festival 2014................pag. 46 insglück Gesellschaft für Markeninszenierung mbH B2C Event. Hot curves at the Crazy Rallye Ride........................pag. 47 Celebration / Festivity. Famab Adam and Eva Award 2013...........................................pag. 84 Congress / Conference. InvestmentAktuell 2014. Amazingly simple. Simply amazing.........pag. 91 Hybrid Event. Famab Adam and Eva Award 2013...................pag. 100 inVNT B2B Event. Miele, The Science of Perfection.............................pag. 28 B2C Event. #pepcity....................................................................pag. 48 Jack Morton Worldwide Trade Show. Ericsson at Mobile World Congress....................pag. 181 Joke Event AG B2B Event. KIA City Dealer Convention 2014............................pag. 29 Non Profit / Social Service Event. Socks for life by Efcni.............pag. 148 Team Building. Dentsu open-air festival..................................pag. 178

Meeting Professionals International (MPI) Educational / Training Event. MPI, Emec 2014..............................pag. 97 Mindact Gesellschaft für Kommunikation mbH Launch Event. Dealer Launch Event Porsche Macan...............pag. 135 Roadshow. Hyundai Motor Deutschland National Promotion 2013...pag. 159 Minnesota Communication AB B2I / Convention. The Relay of Sweden 2013.............................pag. 65 M Integrated Solutions (M-is plc) Integrated Event. BAE Systems Farnborough Air Show...........pag. 119 Monarch, a.s. Team Building. Orange Village Camp Pribylina.......................pag. 179 MOVE People & Experience Communication B2I / Convention. Sol Independence Day....................................pag. 66

Kesch Branding GmbH Launch Event. Magic of colors..................................................pag. 133

MP Creations Celebration / Festivity. Stock Exchange Listing of Fincantieri..................pag. 86

KMS Blackspace GmbH B2I / Convention. Audi Dealer Meeting 2014.............................pag. 64

New Balls Please / Berlin B2B Event. Opening Callebaut Chocolat Academy...................pag. 32

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Nine Yards B2I / Convention. We Are Giants.................................................pag. 67

ubi bene Sport Event. All in or nothing..................................................pag. 169

Ninetynine Launch Event. A Night For The Players.....................................pag. 136 Launch Event. HTC One (M8) - Design Inside & Out................pag. 137

Uila Motor y Aventura Sport Event. Gymkhana Grid - European Gaulet .....................pag. 170

onliveline GmbH - office for concept & staging B2B Event. Fraunhofer Jahrestagung 2014...............................pag. 33

United State of Fans \ TBWA Roadshow. UniCredit, UEFA Champions League Trophy Tour................pag. 160

PHOCUS BRAND CONTACT GmbH & Co. KG Integrated Event. Siemens Directors’ Club 2014.......................pag. 121

Vagedes & Schmid GmbH Non Profit / Social Service Event. Traffic Light Kamasutra..........pag. 151

PS Live Communication Integrated Event. Bringing You The World...............................pag. 122 Launch Event. Bringing You The World....................................pag. 138

Verve, The Live Agency B2C Event. Dancergy by Electric Ireland....................................pag. 52 B2I / Convention. Diageo Together We Will...............................pag. 71 Celebration / Festivity. Google Odyssey.......................................pag. 88 Launch Event. Carlsberg Join The Greats.................................pag. 140

Publicum Events Integrated Event. Bacardi Legacy Cocktail Competition 2014..........................pag. 123

Xsaga Cultural Event. Opening Mauritshuis.........................................pag. 96

Pure Perfection GmbH B2C Event. Audi Opening Event CES.........................................pag. 51 Integrated Event. Audi Opening Event CES..............................pag. 124 Launch Event. Macan Factory Inauguration............................pag. 139

Zibrant LIVE! Incentive. AstraZeneca Academy Incentive.............................pag. 105

SCP B2I / Convention. Challenges and responses. 360......................pag. 68 B2I / Convention. Repsol Chemicals 2018...................................pag. 69 Serviceplan Non Profit / Social Service Event. Lego Blind Art Project............pag. 149 Non Profit / Social Service Event. Life Time Clock.......................pag. 150 Spaintacular DMC B2I / Convention. ‘Hola España’ Aetna Awards Celebration Program................pag. 70 Celebration / Festivity. ‘Hola España’ Aetna Awards Celebration Program................pag. 87 Cultural Event. ‘Hola España’ Aetna Awards Celebration Program................pag. 95 Staff Eventos Integrated Event. L’Oréal Training Experience 2014.................pag. 125

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