3D Cape, one of the Mother City’s leading turnkey exhibitions and experiential solutions providers, ensured Philip Morris International’s experiential launch at Rocking the Daisies was a hit with festival goers – despite it being conceptualised and brought into fruition in record time.
Rocking the Daisies is one of the Cape’s most popular outdoor festivals. Philip Morris International is an American global cigarette and tobacco company, with products sold in over 200 countries and around 15.6% of the global (outside of the USA) market. The most recognised and best selling product of the company is Marlboro.
According to 3D cape director, Andrew Keymer, the five-week process started with a rough outline from client. On the wish list were a dome, an interactive and memorable experiential experience based on the new brand’s colours and logo, and hammock swings.
“The brilliant 3D Cape team created an AV room with interactive floors so that festival goers could follow the brand’s journey on the screens in front of them. Topping off this sound and sight experience was an opportunity to pose in the spotlight for a quick photo,” he said.
“There was also plenty to be enjoyed in the smoking lounge: delicious slushies, cigarettes and lighters to be bought, an Oculus experience that was not for the faint hearted, and … face painting!
“Other special elements created by 3D were custom-designed and manufactured cable drum furniture – it was harder to find the outsized cable drums than make the furniture, the eye-catching hammock-cum-swings and bean bags.
“Not only was this a ground-breaking project for 3D Cape, it was an absolute ‘wow’ at the festival, and client had more feet through on the first day than was expected for the entire event,” Keymer said.
