Award: CAMPAIGN CATEGORIES \ C20. Best Game Changer

ChinaPlas Shanghai is one of the largest industrial plastics and rubber trade shows in the world. BASF engaged us to help establish a prominent presence at Chinaplas and solidify BASF’s profile as the leading solutions provider of sustainable and innovative solutions for all industries. Furthermore, BASF sought to differentiate itself by using its co-creation values to develop a fashion show in which the outfits would be made out of BASF performance materials. To establish BASF as a thought leader, they developed a creative concept around the theme “Let Innovation shine.” With over 100 products to display, they helped create a narrative structure to group them. They engaged Taiwanese designer Enchi to create a collection of 15 outfits using BASF materials, and developed a backstory to give the fashion show a theatrical feel. Finally, they helped BASF develop a digital strategy to drive engagement and generate business leads. The booth stood out with its clean design and stunning visual centrepiece. The fashion show was a huge crowd magnet featuring custom screen content, music, and choreography that they developed in-house. They also helped design and produce several interactive experiences, such as animated infographics using polarized screen technology.