HORECA needs no introductions. It’s the confluence of three sectors (hospitality, restaurant, and cafe) that define the tourism industry and contribute significantly to the Greek national economy; and it’s the annual trade show from FORUM, a member of the NürnbergMesse Group, that has been bringing the field’s professionals together for the last 18 years. Our existing partnership with FORUM and years of relevant expertise made INTERWEAVE the natural partner to craft the creative communication for another year of HORECA.
The established nature of HORECA and its sector’s passionate and dynamic collective character gave us a unique amount of creative freedom when crafting its communications concept. We didn’t need to introduce, nor to explain – only to emphasize the fact that this thriving community is still a vibrant hub of innovation, and invite them to an annual gathering that is as much a celebration as it is a professional event.
This gave birth to our core idea; just as music is a universal language, HORECA is the rhythm that unites three sectors into one whole. Thus, the central element is the sound, the whisper of “HORECA” taking on a sense of mounting excitement and urgency with the approach of the big event. We crafted an accompanying visual language based on swift transitions and reinforced the sense of rhythm through additional animations. We also handled all other aspects of creating the TVC, cut version, and radio adaptations.