2020 Light + Building Campaign: Connecting. Pioneering. Fascinating.

Messe Frankfurt

Light + Building is the world's largest trade fair for lighting and building technology. On average, over 2,700 exhibitors from more than 55 countries showcase the newest trends, solutions and innovations from the fields of lighting, electrical engineering and home and building automation. In 2018, Light + Building set numerous records with more than 220,000 visitors from 177 countries flocking to the exhibition in Frankfurt am Main. Since 2015 PUNKTUM has been responsible for the overall concept development of the fair’s 360-degree communication. Light + Building 2020 was cancelled due to the corona pandemic, however the next is scheduled to take place on March 13 - 18, 2022.

Task

Develop a key visual and claim in English that conveys the main themes of the trade fair. In 2020, the key visual was focussed on networking, digitalisation, lighting, smart buildings and cities of the future.

Solution

Using 3D visualisation, we developed a key visual that transforms the digital aspects of the trade fairs themes leaving room for visitors to interpret freely. The claim "Connecting. Pioneering. Fascinating." encapsulates the experience of the trade fair for all visitors, domestic and international alike.

Services

Reference L+B 2020 campaign – Messe Frankfurt – key visual | PUNKTUM Werbeagentur

Cross-media communication

The key visual was used in all online and offline communication. For online applications, we also adapted the motif into landscape format for an optimal responsive web design.

Reference L+B 2020 campaign – Messe Frankfurt – brochure title and inside pages | PUNKTUM Werbeagentur

Exhibitor communication

Light + Building's exhibitor brochure presents the most important data, facts and topics regarding the trade fair. We developed the entire design, including descriptive graphics and German-language text, intending to attract as many exhibitors as possible.

Visitor communication

We developed a wide range of print and digital materials for visitors, including advertisements, brochures, online banners and e-cards.

Reference L+B 2020 campaign – Messe Frankfurt – brochure | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – print ad | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – visitors brochure | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – online banner | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – composing connecting | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – composing pioneering | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – composing fascinating | PUNKTUM Werbeagentur

Reference L+B 2020 campaign – Messe Frankfurt – header images composings | PUNKTUM Werbeagentur

Image compositions

To visually communicate the elements of the claim "Connecting. Pioneering. Fascinating." we developed three motifs composed of numerous individual images.

Reference L+B 2020 campaign – Messe Frankfurt – key visual 20th anniversary | PUNKTUM Werbeagentur

20th Anniversary Light + Building

In 2020, Light + Building celebrated its 20th anniversary. We developed a limited-edition motif used in selected measures to complement the overall campaign for this special occasion.

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