FORUM, a member of the NürnbergMesse Group, is synonymous with the Greek B2B market, responsible for 9 international trade shows annually as well as multiple professional magazines. Amongst them is FOOD EXPO 2024, the largest of its kind in Southeastern Europe addressing audiences in the local and international F&B industries; it also shares its dates and location with Oenotelia, its counterpart for wine and spirits. The brand was seeking a dynamic partner to communicate its exhibitions and highlight the many benefits of being part of the FOOD EXPO 2024 community; that’s when INTERWEAVE entered the picture.
We crafted an art direction that demonstrates the way these products are all brought together under a single roof at the annual FOOD EXPO 2024 before reaching their B2B audiences and setting out on the journey to destinations as diverse as Athens, Thessaloniki, Rhodes the Cyclades…and our tables. We brought it to life through animation, put together the voiceover and handled every aspect of the post-production. Our final deliverable included four main TVCs along with one cut version and the accompanying radio adaptations.
Setting the stage for FOOD EXPO 2024’s success
Greek foods and beverages have become an increasingly large player in the global market, and 2024 marks FOOD EXPO 2024’s 10th anniversary, so we knew that its communication ought to reflect its established place as a cornerstone of the regional F&B industry. As always, our approach began with getting the lay of the land through analysis of global trends and local competition. We then proceeded to develop the strategic direction followed by the creative concepts and their final implementation, focusing on a narrative and messaging that celebrates the power of the exhibition to connect and inspire the professional community.
Cooking up a delicious creative campaign
After extensive creative ideation and storyboarding, we found our inspiration in FOOD EXPO 2024’s existing visual identity: a delicious location point made from all the most delicious foodstuffs. Based on this, we crafted a concept that stars famous Greek products of designated origin as our heroes. From olive oil and feta to honey and wine, our TVC demonstrates the way that the exhibition becomes a passport to success, enabling these iconic products travel across Greece and beyond.