The KURZ stand at CES 2023, which was mirrored on the outside, aroused curiosity and invited people to explore the presentation of the exhibits inside.
LEONHARD KURZ was recognized with two prestigious German Brand Awards for the successful immersive campaign for its trade fair appearance at CES 2023. KURZ was crowned the winner in the “Excellence in Brand Strategy and Creation - Brand Communication - 360° Campaign” category, and received a Special Mention in the “Excellence in Brand Strategy and Creation - Brand Experience of the Year” division.
Mission Infinity, visionary design, and coherent overall concept
LEONHARD KURZ was represented at the CES influential international innovation show in Las Vegas in January 2023 with a remarkable trade fair and communication concept, which impressively set the stage for the visionary design project Spacewood Experiment. International designers reinterpreted the theme of wood and created inspiring space variants of the natural resource. The innovative approach also formed the basis for KURZ’s well-thought-out CES concept, Mission Infinity. KURZ succeeded in reflecting the visionary design of the Spacewood Experiment project in all aspects ranging from the real-life presentation of physical exhibits at the stand through interactive screens and Augmented Reality applications (AR) to the elaborately designed web landing pages and entertaining social media content. With its coherent overall concept and unique brand experience, KURZ won over the jurors of the German Brand Award in all aspects.
“Whether in the plastics industry, the packaging industry, or in the product and counterfeit protection segment: As a competent partner in matters of design, technology, sustainability, and innovation, we support our customers in developing unique products, strengthening their own branding, and sending out clear, convincing messages“, explains Iris Brackemeier, Marketing Manager at LEONHARD KURZ, and continues: “This experience, coupled with our design and trend awareness, played into the image and communication concept we developed for CES. We are delighted with our two German Brand Awards and see them as proof that our courageous and creative approach is truly memorable.”
“And the result is really impressive”, emphasizes Katrin Riethus, Marketing Manager at LEONHARD KURZ. “Not only did we reach twice as many people with the campaign as in the previous year, but we also achieved an excellent media response.”
Distinguished brand campaigns: The German Brand Award
The German Brand Award is an industry prize for excellent brand management, which has been awarded annually since 2016 in several categories in the overarching disciplines “Excellent Brands” and “Excellence in Brand Strategy and Creation.” Companies that impress with effective brand work and extraordinary campaigns are awarded. The jury is made up of independent experts from various companies, agencies, and scientific institutions. The award was brought to life by the German Brand Institute, an initiative of the German Design Council in cooperation with GMK Markenberatung.
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