Adam & Eve Award-Show 2011 Objective: to reinforce the perception of the Adam & Eve Awards within the industry and among the public as the most important prize and to present the Famab as the benchmark association; to organize an exceptional award ceremony for exceptional projects. Creative idea and description: idea: what was there in the beginning? For Adam & Eve? And for today´s creative achievers? In the beginning was the deed! Implementation: the tempting apple, the deed and bravery (these are constantly repeated images, whether in then interactive online) campaign, the location set-design with its interactive installations or the ‘Tree of Knowledge’ on the forecourt, monitored by cameras and cordoned off like the scene of a crime. Repeatedly the question was: ‘Are you ready and brave enough?’ During the show everything focuses on the coveted apple. While an orchestra unexpectedly rises from the pit, a film relates the search for this seductive fruit. Light-writing, 3-D mapping and dancers constantly transform the stage set and introduce the next category. The slot machine thrillingly announces the winners, while the orchestra accompanies the presentation of the winning apples. Finally a multi-media-show takes up the narration started at the beginning and tells the story to its end. Staging and set design: the stage area bursts its bounds to create space for new performance areas. The agency use the pit to allow the orchestra to appear from nowhere at the start of the show. Large staircases are added to bring the winners from the
upper tiers directly onto the stage. In addition, the media provision mentioned constantly and surprisingly transforms the stage. Performers make use of the stage structure thus created and interact with the light-writing and 3-D mapping elements. Media Mix: online campaign with three interactive films. The focus is on the apple as an object of temptation. Each film tells its own story: burglary, peep-show, playing poker. In each case the viewer has the chance to intervene and determine the story: barefoot or patent leather shoes. So the target group is involved early on as part of the action by being asked: ‘Are you, too, ready for the deed?’ Results: increase in attendance by 20% over 2010; increase in project entries by 14% over 2010; increase in YouTube views of the online campaign by approx; 400% over 2010 media contacts generated: 3,85 million. For the first time in the 10-year history of the awards the show was given standing ovations!
[ DATA SHEET] Country: Germany Organiser: Vogelsänger Gruppe Client: Famab Verband Direkte Wirtschaftskommunikation Date: November 24th, 2011 Target: B2B, general public Location: Mannheim, Congresscentre Rosengarten Budget: up € 1,000,000 to € 5,000,000
Published on Dec 12, 2012
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