It is cold winter on the dock at Hamburg, Germany, with gaint ships and tankers swaying in the cold northern winds and sea birds circling the grey skies above. Not exactly the kind of place one would expect to experience experential ad marketing. This is larger- than-life ad that leverages the environment in which it is placed and it creates warm smiles on thousands of bundled-up tourists and residents passing by.
Thanks to the immense creativity of German agency Jung von Matt, ropes that tied a few of the ships to the dock were transformed into pasta–hand-made Mondo Pasta, to be exact–and the ships themselves became happy pasta eaters. This interplay with the environment ehances the value proposition of the product in display.
Next time, for your trade show or event marketing, please remember, how compelling of a reason it is to interact with your environment.
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka