Grazia 5 Years

Anniversary celebration

Insight - Objective

The magazine Grazia turned 5 years old and asked us to develop a sophisticated anniversary celebration, that excels the expectations of the guests and distinguishes itself from common events.

Concept - Strategy

We had the idea to come up with different surprises compared to what someone get's during its birthday. To do so we realized a seated dinner with a subsequent party in one of Berlin's most famous restaurant Grill Royal. In advance we designed a 5 years anniversary Grazia logo, developed invitations that looked like artworks and created a video in which we asked celebrities to congratulate Grazia. During the event we surprised the guests with Nena as a special gig and because of Grill Royal’s outstanding location next to the river, we organized a guerrilla action with boat charter Berliner-Welle, who occurred with a big artwork of Rosanna Webster on the Spree. In order to build a noticeable brand experience with the sponsons, we gave Lacoste the chance to arise with an attention-grabbing Lacoste crocodile on a flower wall and Coca Cola to appear with a photo machine in order to be remembered beyond the time of the event.

Output - Impact

The magazine was able to show it’s trend affinity and lifestyle experience with a fascinating event where Grazia intensifies their relationships and enlarges their network of potential advertising clients.