Everything in flux
Cradle-to-Cradle – from origin to origin. This approach has been adopted by the world’s
Aluminium producer Hydro has put a new focus on the use and processing of recycled aluminium raw materials. And thus demonstrates a recycling expertise that needed to be made visible: with an exhibition stand at the sustainability trade fair “The Greener Manufacturing Show”. A platform with more than 150 exhibitors from all over the world and over 2,000 international brand owners and manufacturers who are researching the latest technologies and solutions to reduce global climate change.
Immersion in the material cycle
A curved exhibition ribbon transported visitors to the fair into a “flow” of elements – not coincidentally in the form of an infinite loop. The aluminium material and energy cycles were presented in a transparent and accessible way. Raw materials and recyclables in fine glass bowls invited visitors to touch and grasp them – gently surrounded by a textile curtain that made them want to jump on the new wave of sustainability. Reduction to the essentials also applies to the materials used: the table made of aluminium tubes, lacquered wood, no additional floor … the flow as an unspoken guide for the visitors.
Motivation, Information, Action
“Take your seat. Join our Journey.” This was the invitation that Hydro was able to extend before, during and after the trade fair across all media and to the entire industry – after the message had been sharpened and condensed into a campaign claim and mission statement. This laid the foundation for editing the trade fair theme and bringing the most important information and messages to the tables in catchy texts. Finally, taking the appeal into one’s own hands was particularly easy with a set of postcards to take home. Better than extensive brochures, it summarised the central take-aways on the back – and convinced with a high fridge door factor on the front.
A journey through design
More than two thirds of Hydro’s global aluminium production is powered by hydroelectricity. It was only natural that the communication design was infused with the “Journey” across all media. Illustrative style, nature photography and digital animation combined for the right mix of energy. From the digital invitation, which carried the claim and the energetic address, to redesigned table graphics and the high-quality postcards, to atmospheric projections on the exhibition stand curtains.
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