Brand activation design for UPM - The Biofore Company during the annual PENTAWARDS gala. An approach to Packaging designers in a fun but at the same time very relevant language and with which the purpose of the brand is reflected and integrated with the festive atmosphere of the gala. A unique photocall full of meaning and emotion.
A brand activation aims to connect with people and not just be an advertisement. When UPM - The Biofore Company gave us the opportunity to design an activation for them at the PENTAWARDS gala, it seemed like the ideal audience and environment to create a playful, bold and very photographable space. A way of linking the brand to the celebration and the profession of packaging designers. A process that we have enjoyed enormously. Thanks to all UPM team members for their trust and enthusiasm. Thanks to Pentawards for creating the mood. Thanks to all the people, that made this real. Stefano Pistoni, Lisbeth Saarinen, Nina Enroth, Säde Lindvall, Olga Van Iterson, Robert Taylor, Anna Lonardi, Adam Ryan