This is how a project starts as an event, and ends as a life-or-death assignment for your country.

Canada was invited to co-host Hannover Messe, the world’s largest industrial and tech event. Held in Germany, this annual five-day spectacle hosts 130,000 people, world leaders, titans of industry, and 1,500 global journalists. The spotlight on Canada was already massive. So far, so good. Then Washington triggered a trade war with its best friend. Suddenly, the event took on an entirely different meaning. An existential one. 

Our client, NGen, a non-profit accelerator for advanced manufacturing, led Canada’s Hannover mission. So we went to Germany to see what we could do. With 10 months to plan a massive event, we began with a new, singular vision for our country: “Unexpected Canada.” As in, look beyond the clichés and you’ll see a country you don’t recognize: a cultural heavyweight with huge capabilities in AI, quantum computing, robotics, green energy, and the most diverse workforce on Earth. “Unexpected Canada” was carried through everything we did: Designing five pavilions; programming three live concerts; creating three interactive activations; running a contextually relevant on-site ad campaign in outdoor, video, and digital media; directing a culinary program with eight celebrity chefs; creating an earned, owned, and paid PR push; building an on-site content studio; and designing a merchandise program.

Canada was invited to co-host Hannover Messe, the world’s largest industrial and tech event. Held in Germany, this annual five-day spectacle hosts 130,000 people, world leaders, titans of industry, and 1,500 global journalists. The spotlight on Canada was massive. Then came the trade war. Suddenly this took on new meaning.

Our client, NGen, led Canada’s Hannover mission. So we went to Germany to see what we could do. We created a singular vision, “Unexpected Canada”, to show that we’re a cultural and technological powerhouse. That vision infused everything we did: Designing five pavilions; programming three live concerts; creating three interactive activations; an integrated on-site ad campaign with outdoor, video, and digital media; directing a culinary program with eight celebrity chefs; public relations and earned media; building an on-site content studio; and designing a merchandise program.

BEFORE: We began by expanding the brand into a digital, pixelated gradient. We teased the event with social and paid media, with motion graphics.

BEFORE: We expanded the brand into a digital, pixelated gradient and pushed awareness early with social and paid media.

ADVERTISING: Guests arrived to find a digital and media takeover of the (massive) fair grounds. “Unexpected Canada” was seemingly everywhere.

ADVERTISING: Guests arrived to find a digital and media takeover of the (massive) fair grounds. “Unexpected Canada” began.

KICK-OFF: The opening ceremony began for world leaders and global CEOs. AndSo shaped the signature program with a performance that brought together an acclaimed modern indigenous dance troupe and Quebec acrobatics with live projections of AI-generated visuals triggered by the dancer’s movements. 

KICK-OFF: The opening ceremony began for world leaders and global CEOs. AndSo shaped the signature program with a performance that blended an acclaimed indigenous dance troupe, modern acrobatics, and AI-generated visuals triggered by the dancer’s movements. 

HOSPITALITY: “Unexpected Canada” owned the show with five pavilions. Each was created with hospitality design principles, our unmissable branding, and a dedicated café. AndSo created a comprehensive culinary program of cultural mash-ups with a menu built by 7 renowned Canadian chefs. 

HOSPITALITY: “Unexpected Canada” owned the show with five pavilions. Each was created with hospitality design principles, our unmissable branding, and a dedicated café. AndSo created a unique culinary program with a menu built by seven renowned Canadian chefs. 

ACTIVATIONS: To drive more foot traffic to our pavilions, we created three activations that ended up generating over 4 million media impressions: Qubit, an immersive quantum computing simulation; Robo Goalie; and the Canadian Club, a hidden speakeasy that was actually located on the showfloor. See more of Qubit HERE.

ACTIVATIONS: To drive more foot traffic to our pavilions, we created three activations that ended up generating over 4 million media impressions: Qubit, an immersive quantum computing simulation; Robo Goalie; and the Canadian Club, a hidden speakeasy that was actually located on the showfloor.

LIVE EVENTS: celebrated Canadian talent by celebrating WITH Canadian talent. AndSo and The Deli staged three concerts to anchor the week with world renowned DJ duo Loud Luxury, pop star Charlotte Cardin, stand up comedian Laura Ramoso, and traditional fiddle master Shane Cook. 

LIVE EVENTS: AndSo and The Deli staged three concerts to showcase Canadian talent, featuring world-renowned DJs Loud Luxury, pop star Charlotte Cardin, stand up comedian Laura Ramoso, and traditional fiddle master Shane Cook. 

Results

The result was press coverage so large, it is truly unmeasurable—in the hundreds of millions, around the world. The most important result? Canada went home with dozens of new partnerships to invest in Canadian industry.