CREATIVE DESIGN AND DELIVERY OF COMPREHENSIVE MARKETING campaign
Fish Ladder was responsible for the creative concept and delivery of a comprehensive multimedia and multi-site campaign promoting Poland during the ITB tourism trade show in Berlin.
“Move Your Imagination” engaged ITB's visitors, partnering organizations, international civil servants and the executive team of our client into a compelling story about energy, ambition, potential and modernity.
As a result of an exciting conceptual process, we were able to propose an interactive/stereoscopic tour that introduced cultural and natural landmarks of modern Poland. With an emphasis on design and animation we were able to showcase Poland and its tourist attractions in an unprecedented way.
For the campaign we designed five creatures which composed an acronym POLEN - and conveyed a modern tale about discovering hidden Polish landmarks. This way we challenged the prevailing stereotype (hopefully no longer) of Poland as a sad and bleak country - showing it as a modern, colourful and joyful place.
We created a comprehensive media and spatial campaign where we used animated shorts, urban installations in the city of Berlin and an engaging performance, to immerse over 5000 people during and after the opening ceremony.
Poland as the host of ITB was very well received and the campaign was widely discussed in international design media.