The Breminale is a multi-day “outdoors and for free” cultural festival directly on the Osterdeich on the Weser.
For the Mercedes-Benz plant in Bremen, we developed a brand staging that led to a clear added value for the festival and staged Mercedes-Benz in a target group-compliant, sympathetic and tongue-in-cheek manner. The previously unused backdrop – the other side of the Weser – was elaborately illuminated by us and the Weser was used as a canvas. An 80m wide water projection was played every evening by a VJ and created a breathtaking backdrop and the photo motif of the Breminale.
Visitors to the Breminale are a very exciting target group for the region’s largest employer, but the image of the Breminale tends to be alternative and critical of commercialism.
How do you stage a brand here that might be perceived by many as a foreign body?
That’s actually easy: cultural projects are usually dependent on support, as is the case with the Breminale. Budgets don’t allow for luxury and often it’s the details for which there is no money. For the Breminale, for example, it was the other side of the Weser that always disappeared into obscurity until now.
We have changed that and staged ourselves (somewhat discreetly) as a backdrop. Without vehicle advertising or promotional content, of course. Mercedes-Benz appeared every now and then, but always interpreted with a wink.
