When FORUM, a member of the NürnbergMesse Group, sought a partner to communicate their industry-leading international exhibitions, they brought some unique requirements to the table. Two of them – GLOBALPACK and FOODTECH – were scheduled to occur at the same place and time. Accordingly, their advertisement would also overlap. They needed to be communicated through creative concepts that were distinct yet complementary; and INTERWEAVE was ready to rise to the occasion.
Deconstructing the processing journey
We had already refined a creative concept based on “deconstructing” the product journey for sibling exhibition GLOBALPACK; this could easily be adapted for the food processing industry. The structure of the FOODTECH logo lent itself very well to this futuristic approach, so we created “holographic” visual elements to accompany the various stages of the processing journey, from automation and robotics to food security and product innovation.
Sound design was also an important element in the evolution of our concept, as we needed to convey a sense of optimism with a crescendo of eager anticipation for the possibilities created by this innovative industry. Through our art direction and messaging, we demonstrated the many technological advancements that underpin our everyday miracles and create abundance. INTERWEAVE also managed the rest of the production and post-production process to make the TVC and its cut version. We also created a radio spot – which, given the emphasis on sound, was more aversion than an adaptation.