FORUM, a member of the NürnbergMesse Group, has been Greece’s premier organiser of professional exhibitions for 36 years but has never ceased to innovate. In 2023, they first brought us GLOBALPACK: a trade show of international scope for the all-important packaging industry, which touches on many other sectors from F&B and construction to pharmaceuticals and personal care. As a brand new player and yet the only one of its kind in all of Greece, FORUM needed a partner to introduce GLOBALPACK to its audiences and bring them together to discover the future of packaging.
For this reason, our concepts needed to allow for an educational and descriptive element, clearly and comprehensibly explaining the packaging sector to our audiences alongside the introduction of the FOOD EXPO 2024 brand. Although GLOBALPACK is a new player, it is powered by FORUM’s many years of experience, something we were able to emphasise through confident and uplifting accompanying elements. Over the course of our creative development, we ultimately settled on “unpacking” as a creative vehicle which communicates innovation through visual language as well as verbal.
After developing the overarching concept, we proceeded to art direction and storyboard, recorded the voiceover, managed all aspects of production and post-production, and created radio adaptations. The final TVC and its cut version follow the many forms and facets of packaging across their journey, unfolding a world of professional possibility and forming a cohesive complement to the counterpart TVC for FORUM’s FOODTECH Expo, which took place at the same date and location as GLOBALPACK.