Starting from an existing booth design, we decided to not put products, but an idea at the center. The idea of a city of the future. A place where business and people thrive together. A place that focuses on comfort, sustainability and well-being. It was both a vision of a future that people want to become a part of, as a well as a showcase for Thermo King’s innovations.
We wanted our story to extend beyond the walls of the Hannover Messe, and the one-week period in which it takes place. We wanted to take our booth and its story to the world, so we…
• made it real and plausible, by creating a lifelike 3D city model out of the booth design
• built a mystery that people want to uncover , by starting our campaign without giving away our brand
• blurred the divide between fiction and reality, by enriching our imaginary city with real-life topics and challenges
But first we gave it a name: Thermotopia