CLIENT: SuperEgg for Philip Morris
WHY: In 2016, Philip Morris Manufacturing and Technology rounded out a year full of challenges overcome and results achieved with the opening of their new production site in Bologna. To mark this end to the year, the company organised two important activities for their staff, in order to consolidate and promote trust and to make them feel an integral part of the company, on one big day of celebration: an exclusive sneak peek tour of the new plant and, straight after, an evening event dedicated to them.
WHEN: 17 December 2016 / WHERE: Unipol Arena, Bologna
WHAT: At the request to create a concept for the evening event, we thought long and hard about a theme that would allow us to illustrate this new adventure embarked upon by PMI.
As the first plant of its kind in the world, the site in Bologna was in fact the centre in which the production processes for the manufacturing of smoke-free tobacco products were developed. Accordingly, factories, machinery, laboratories, people and technology were all key words and fundamental
components to discuss, and there couldn’t have been a better theme that would encompass them all than the Future: a dive into a world of possibilities mapped out by continuous innovations, which celebrates the dynamic point of contact between man and technology.
HOW: Expecting over 2,000 participants, the chosen venue, the Unipol Arena, with its 8,000m2 of surface area gave us space enough for a number of surprises to create an immersive and multifaceted experience.
The evening’s aesthetic design was impressive, with over a thousand bright white chairs in three different styles, a lighting scheme produced with 263 moving heads hung from a structure supported by 47 different motors, 7 suspended giant screens, and a main stage surrounded by 4 other smaller stages scattered across the entire venue, in a way in which, wherever you were, you felt as if you were at the centre of the event.
The guests were welcomed by models in electroluminescent clothes specially designed by a Hollywood concept designer, 8 green screen photo booths with instant prints, and a slew of entertainment by 16 different national and international artists, including a projection mapping dance performance and DJ set by Boosta from Subsonica, the most famous Italian alt-rock band.
