THE OPPORTUNITY: We've worked with this consumer packaged goods client for 5+ years, successfully executing events for their most important sales and distributor audiences. This past year, their wine and spirits division decided to see other people and put the meeting out to bid. They wanted something completely new and different. We swiped right on the opportunity and turned the meeting experience completely on its head in our proposal response. The result? We got a second date (we won the business back). 

HOW I DID IT: As the creative lead on the proposal, I knew the big change needed to come from the look, feel, and voice of the meeting. With that in mind, I put my focus on a different visual direction going completely outside of the company's brand standards, developing a truly dynamic scenic concept, and a bold theme to frame messaging. Working with an Art Director to develop a comprehensive brand guide for the meeting, I brought a fully realized meeting package to the client. 

HERE'S WHAT IT LOOKED LIKE...

THEME

​THEME CONCEIT 
It’s time to join XBrands at this pivotal moment in your history as you continue dominating the premium wine and spirits market. NSMM is a call to action to Rise to the Occasion of opportunity and growth within the XBrands portfolio and keep the consumer at the center. When you put the right products in the right place, for the right consumer at the right purchasing occasion, nothing but success lies ahead.

MESSAGING

Rise to the Occasion let the client put a bold stake in the ground for meeting messaging. Here's how I broke it apart by speaker and by meeting beat. 

SCENIC

This client is a risk taker when it comes to staging. They have a portfolio of 20+ brands to bring to life during their general session. I wanted to give them a stage that acted as a 'storybook' to tell the stories of their brands and make messaging as immersive as possible.  With a 1,200+ attendee audience, I wanted the guy in the back to feel just as close to the action as the guy in the front.