“Life’s Good”
Brand Activation
In December 2023, I was tasked with conceptualizing and executing a staff activation event at Eintracht Stadium in Frankfurt. The objective was to convey a message of positivity by organizing participants to use their phone flashlights to
form the slogan 'Life’s Good.'
First challenge.
Seating over 250 people in one of Europe's largest stadiums was a challenging task. My first objective was to assign seats accurately to form the 'Life’s Good' word mark. This type of logistical planning was new to me, so I had to be innovative in my approach. After conducting several on-site visits, taking sample photos,
I gradually developed a solid plan
Simulation
Simulation
Our visits enabled us to precisely map each seat and create an exact 1:1 seat matrix for every employee. This simplified our logistics by allowing us to distribute the seat plan in advance, assigning each employee a specific row and seat number.
Creating a narrative.
First of all, why even care about a narrative, if the concept was already given by the client and it was pretty
straight-forward?
The first and main answer is the location purpose.
It’s important to not overlook the meaning and purpose of the stadium stands, it will play a key role on how the audience would interpret the video’s concept and message.
The second is the virality potential embedded into the idea.
By sharing a relatable and emotional message it could increase our potential to reach a wider audience organically.
And lastly, it was a great opportunity to make an impact with our brand message.
2023 was a year that challenged many people with geopolitical wars, economical inflation and so on. Our brand’s core mission is to spread optimism through “Life’s Good” and this is was great opportunity to do so.
The outcome.
Special thanks to Westside Studios.
