The 2022 creative direction was a nod to the 1990's, referencing how long ago industries committed to energy change, with the content designed to remind participants how far there still is to go. A bold curated design carried into every aspect of the conference featuring nostalgic nods to 90’s tech, music, and pop culture in stark contrast to the modern displays of 3D printing, video games, AR activations, and hologram technology. Our approach was to ensure all spaces were UNITED in look and feel through a cohesive design that touched every element. Even our sponsors were required to be integrated into the overall design with their activations - going against the grain of the typical sponsorship fulfillment.
Our take on a modern trade show - The Hive - featured unique experiences through sponsor activations that were designed for collective gathering. This area was the epitome of mixing “play” and “tech” from our 90’s theme and encouraged guests to engage in unique ways; to foster memorable moments that ignite inspiring discussions all while enjoying food and drink within thought-provoking interactive sponsor activations. The sponsor activations included escape rooms, virtual reality, playground equipment, video games, a basketball court, augmented reality, art, and rides on electric stuffies, all integrated into the overall design around a central area for networking and meals.
Also integrated into The Hive featuring tech and play, were one-on-one meet-up spaces that inspired thought provoking conversations between industry experts. Throughout the three days, we experienced the magic of conversation taking place in unique settings like:
- At "the stack" - an easily identifiable stack of colourful milk crates where guests could meet up at via the app.
- Phone activation area - an intimate spot that featured corded phones and nostalgic imagery for conversations or photos with a new friend.
- Charging stations for any device - laptop, cell phone, tablet - were peppered throughout the scaffolding and central seating areas as well as a main charging hub tucked away for quiet work or more intimate conversations.
- A colourfully painted piano encouraged guests to share their talents and strike up conversation with one another. This was donated after the event to a local child.
- We even witnessed some friendly competition taking place during Mario Kart on the scaffolding as guests lounged on bean bag chairs for the ultimate 90’s throwback.
The content on the main and breakout room stages followed the narrative of the “journey to net zero” theme and led delegates on an emotional expedition. 120 speakers contributed to the content, including top headliners Adam Grant, David Roberts, Jane McGonigal, Dr. Vivienne Ming, Gillian Tett, and Erin Brockovich. To keep attendees engaged between speakers and embrace the “play” aspect, each day started with a custom video and unique opening entertainment performance; the day also featured custom curated background music and transitions that tied into the day's theme. Throughout each day the main stage set was changed by energetic dancers keeping the energy up and guest attention high and different musical acts were integrated into the main stage program via a “Boom Box” sponsor activation featuring local artists.
The connections made between key energy stakeholders have led to new businesses, new careers, new investments, unprecedented collaborations, and invaluable action, with some delegates calling EDU “the Burningman of the corporate world”.
