Stories are a powerful tool in marketing. But when those stories come to life is when you make real impact. To promote Thermo King’s presence at the crucial IAA Commercial Vehicles fair, we created a concept that turned into an all-encompassing brand experience. Enter the world of Thermotopia.

Agency: BBC
Client: Thermo King
Client contact: x
Creative team: Jo Van Grinderbeek, David Weyns
Art Director:
Dave Lesy
Account team: Bart Vermeulen
Strategy: David Weyns, Jordan Audenaert
3D / Designer: Joachim Wasteels

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

Thermo King and Frigoblock at IAA 2018: Thermotopia Aftermovie from Thermo King Europe on Vimeo.