14 Dec 2023 – 17 Jan 2024
About DP World Master Brand Exhibition 2024
Event dates: 19 – 21 Jan 2024
As an integral component of DP World’s brand awareness campaign, where we harness the iconic Burj Khalifa as a canvas, we are developing a ground activation that promises an immersive, quantifiable, and shareable experience. The event showcases DP World’s smart logistics solutions through an experiential setup featuring futuristic, high-end containers. Set in a specially designed venue, these stacked containers form a maze-like structure, providing a unique blend of physical and digital experiences. Each container represents a distinct theme, offering immersive digital environments through large screens and interactive displays, conveying a captivating narrative that vividly brings to life the innovation and services of DP World.
I worked on activation ideas for Lipton Teas, Cashew Exports, Automotive, Coral Vita and Snowboarding containers.
Lipton Teas
Flavour Sensation
Flavour Sensation serves as a dynamic vessel to convey DP World and Lipton’s’ compelling partnership story. Attendees engage in 3 questions on a screen to discover their ideal Tea match based on their preferences. Before unveiling their results, a captivating video unfolds, narrating the intricate process of tea production—from planting to packing, transporting, and reaching stores globally. The video offers a visual narrative of Lipton’s global impact, technological innovation, and sustainability efforts.
The immersive and interactive approach fosters a deeper connection by allowing attendees to discover their ideal tea match while organically absorbing the brand’s commitment to innovation, sustainability, and global influence. Flavour Sensation transforms storytelling into an experiential adventure, turning attendees into active participants in the rich narrative.
Cashew Exports
Cashew Display Wall
Strategically placed Cashew Display Wall along the exhibition path invite attendees to immerse themselves in the olfactory dimensions of the cashew nut story. Each jar of cashew nuts offers attendees the opportunity to inhale the earthy scent of fertile soils, the subtle fragrance of blossoming cashew flowers, and the warm aroma of roasted nuts. This immersive experience not only provides a sensorial encounter with the cashew nut narrative but also underscores the narrative’s essence. As attendees breathe in the authentic scents, they connect with the agricultural heart of Senegal, where the unsung heroes—cashew farmers—nurture and cultivate the essential components that transform into the beloved cashew nuts traversing the globe. The Cashew Display Wall serves as aromatic chapters, enriching the storytelling experience and allowing attendees to appreciate the journey of cashews in a uniquely engaging manner.
Automotive
Automotive Interactive Wall
The Automotive Interactive Wall invites attendees to navigate the transformative Yarimca port story and the the future of automotive exports on a dynamic projection interactive wall. Picture a wall depicting a graphic illustrative approach representing the journey from the ‘origin port’ to its ‘destination.’ As attendees press the individual illustrations/icons on the wall, the screen comes to life with captivating visuals and animations, unfolding the Yarimca port’s impact on the automotive logistics process. The interaction is intentionally simple and straightforward, mirroring the streamlined efficiency of DP World’s RoRo solution.
This hands-on journey not only educates attendees on the logistics journey but also allows them to actively engage with the Yarimca port narrative, fostering a deeper understanding of DP World’s pivotal role in reshaping the future of automotive logistics. The activation transforms a static wall into a dynamic storytelling canvas, leaving a lasting impression on attendees and highlighting the company’s commitment to simple, manageable, and interactive brand experiences.
Coral Vita
Coral Vita (Screen-based Game Version)
The game initially starts with a lifeless underwater background, emphasising the challenges faced by coral reefs. The game consists of a grid of face-down cards. Every coral is split into two matching cards, and the goal is to find and match these pairs. When an attendee successfully matches a pair, those coral fragments come together, and begins to flourish in the background. With each successful match, a different type of coral grows in the background, symbolising the progressive restoration of the sea. The final stage reveals a vibrant and thriving underwater environment, highlighting the positive impact of coral restoration.
Throughout the game, informative pop-ups accompany each match, providing facts about the coral species being matched. This subtle educational layer ensures players gain insights into the importance of biodiversity and Coral Vita’s role in restoration.
Snowboarding
Snowboarding Simulator
This physical setup offers an unparalleled experience, allowing participants to feel the rush of snowboarding in a controlled environment. The simulator is designed in collaboration with Sideways Sports, a testament to DP World’s commitment to shaping the future of the action sports industry in partnership with Jafza. Participants will step onto a real snowboard, complete with responsive sensors and advanced technology, providing a lifelike snowboarding experience. As they navigate through the simulated slopes, they’ll discover the powerful message that “movement makes changes,” mirroring DP World’s efforts to redefine possibilities in the industry.