FLIP THINKING MET MONDRIAAN
DMEXCO (Digital Marketing Expo & Conference) is the world's largest trade fair for global business and innovations in the digital economy. We have been building DQ & A since 2014. With over 16 years of experience, they help advertisers, agencies and publishers to create ad technology for their business. They require a lot of creativity, innovation and a practical and striking result. Enclosed the briefing that we used to achieve the result:
Piet Mondrian was our starting point of creating the booth, later on, we brainstormed about the theme, we had a lot of ideas, but in the end, it’s all about the look and feel and the way of messaging, it must be short and easy to pick up. Because Mondrian was a game-changer, we thought about a title that represents his character and our DQ&A philosophy. After a lot a writing and tearing down paper we came up with the following title; “flip-thinking,” in Dutch we say: ”omdenken.” Turning around the traditional perspective, and reinvent the wheel. Our slogan says “Create your digital marketing blueprint” is a beautiful example of flip thinking; because we turn their questions into answers by creating a blueprint. We will use original quotes such as the ones by Berthold Gunster, these quotes make the public rethink, and it shows our deeper motivation.