New corporate film and audiovisual branding
The new corporate film of Messe Frankfurt tells the story of its self-conception and successful exhibition-making.
For more than 775 years, world-class trade fairs have been held in Frankfurt and the successful concepts have now been exported worldwide: 121 trade fairs at over 40 locations on five continents. For the first time, the company film was to stage the newly developed brand values of Messe Frankfurt. The challenge was to develop a cinematic narrative that authentically communicates these corporate values - without explicitly naming them. In addition, the image of Messe Frankfurt as an international player should be strengthened.
121 trade fairs at over 40 locations on five continents.
Idea and Implementation
To overcome these challenges, we have clearly distanced ourselves from the concept of the classic image film. A documentary approach was chosen that completely dispenses with voice-over explanations. The idea was to bring people and places to the narrative center behind the globally active Messe Frankfurt brand. That’s why we made the journey – to Istanbul, Dubai, Moscow, Shanghai, Hong Kong, Chicago and Frankfurt. We visited these people on site, accompanied them through their cities with cameras and microphones, attended trade fairs and listened to the trade fair organizers. Fuenfwerken is responsible for the entire production – from the concept to the direction and the cinematic realization up to the postproduction. Simultaneously, Fuenfwerken revised the brand’s audiovisual branding, developed identity-giving intro and outro sequences as well as striking audio branding for future motion picture productions at Messe Frankfurt.
The idea was to bring people and places to the narrative center behind the globally active Messe Frankfurt brand.
The result of this process is an unusually multi-layered corporate film that tells three minutes of the values and global dimension of Messe Frankfurt in an entertaining three minutes. Alone on YouTube count English and German version of the film meanwhile remarkable 110,000 Views.