Untill at Horecava 2019 Amsterdam
Untill is one of the market leaders in cash register systems for the catering industry in the Netherlands. At Horecava, the most important annual trade show, they wanted to make a surprising impact.
I did two creative brainstorm sessions with the upper management of Untill to determine which aspects of the product and company were unique to present. We created a concept which put their proposition in a different context: the Untill Health Club. Underlying message: an Untill cash register system is the beating heart of your healthy catering company.
To attract visitors to the stand we offered a Stress Test: how cool can you remain under stress circumstances? Visitors were offered VR goggles with a custom made 360˚ video. While watching the video their heartbeat was being measured – the contestant who had the least increase of heartbeat got a prize.
I designed the stand and I wrote, directed, recorded and edited the 360˚ video. Actors were staff of Untill and friends, setting was a restaurant of a friend of the Manager.
Commissioned by SixSense