The BIG Bauma experience 30 Apr 2010
For the past four months, RBP has been working hard to fine-tune creative materials for one of the agency's biggest projects of the year (so far). Every three years, Hitachi Construction Machinery (Europe) NV attends the world's largest construction exhibition, Bauma in Germany, and RBP was tasked with designing all associated on- and off-stand materials.
With an impressive 4,000 sq. metre stand, there was plenty of creative space to work with! RBP produced 12-metre tall wallpanels with stunning photography of some of the biggest Hitachi construction machinery, posters of equally epic proportions and more than 30 double-sided machine display panels in both English and German languages.
In addition, RBP developed a clever new creative campaign for the off-stand materials. "Bigger features on a smaller scale" was designed to showcase the large number of features in the new Hitachi compact line of mini excavators and wheel loaders. The photography for the campaign of three visuals was shot using a unique perspective to reinforce the message, and finished designs were used on a seven-metre wide airframe, advertising towers and windmasters.