Nikon Design & Branding I AM PHOTOKINA by Jung Von Matt Germany

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Jung Von Matt Germany
Creative Director Christian Schmachtenberg, Peter Gocht, Christian Kroll
Art Director Andreas Martini
Client Service Director Ilan Schafer
Producer Jens Willers
Released September 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: NIKON EUROPE
Agency: JUNG von MATT
Date of First Appearance: Sep 20 2010
Entrant Company: JUNG von MATT, Cologne, GERMANY
Managing Director: Andreas Freitag (Jung von Matt)
Managing Director: Lutz Nebelin (Jung von Matt)
Managing Director: Joachim Kortlepel (Jung von Matt)
Client Service Director: Ilan Schäfer (Jung von Matt)
Creative Director: Peter Gocht (Jung von Matt)
Creative Director: Christian Kroll (Jung von Matt)
Creative Director: Christian Schmachtenberg (Jung von Matt)
Project Leader: Jutta Segbert (Jung von Matt)
Project Manager: Mathias Gaertner (Jung von Matt)
Producer: Jens Willers (Jung von Matt)
Account Director: Sie-Eun Yoon (Jung von Matt)
Creative Director Media: Andreas Schimmelpfennig (Elastique)
Art Director: Andreas Martini (Andreas Martini)
Senior Architect: Robert Schmidt (k56-architekten)
Senior Architect: Christiane Dalcolmo (k56-architekten)
Architect: Michael Aerdken (is Group)
Project Manager: Carmen Roth (is Group)
Lead Programmer: Martin Retschitzegger (mBox)
Product Designer: Ivan Mallinowski (ARTec)
Media placement: Fair Trade Booth - Photokina, Messe Köln - 20 - 26 September 2010

Describe the brief from the client
Create an overall motto and concept for the Nikon booth and Nikon activities at the Photokina 2010, presenting Nikon as the innovative, accessible and dedicated imaging company, in line with the “I AM”-campaign.

Describe the challenges and key objectives
Due to the worldwide importance of the Photokina, not only Europe but the whole world will look at Nikon. So Nikon wants “to own the trade show” and become “talk of the fair and the town”. Nikon wants to surprise the visitors and competitors with the booth and communication concept and needs to be seen as clearly advanced in comparison with previous years. Nikon needs to be seen as the leading brand at Photokina.

Describe how you arrived at the final design
Following the Nikon brand claim “At the heart of the image”, we base the entire booth on pixels - making the world of digital photography come alive. At the heart of the booth we place the Nikon Keycube - a "Mega Pixel", offering interactive product and brand experiences.The Keycube is connected with a LED wall. In line with the "I AM NIKON" campaign, visitors can generate pictures themselves, adding a personal “I AM …”-Insert. The pictures are transmitted via a big pixel waterfall to finally come alive on the LED wall. The pictures also can be uploaded directly to flickr.

Give some indication of how successful the outcome was in the market

“Nikon’s booth this year makes us all look old fashioned“(Quote Canon official). Nikon attracted more visitors than all other competitors together, strongly exceeding visitor's expectations. More than 1,300 visitors participated in the “Nikon Photobooth”, and more than 1,100 visitors used the flickr upload link.