Large products must be experienced in their full size, movable products must be experienced in action. Despite all the technological possibilities nowadays, real-life experiences are still most effective. But what if the product is both large and movable? Such as the new LEXION combine harvesters from CLAAS. The new generation of giant agricultural vehicles was to be staged as an experience for a total of 2000 international dealers. This was a challenge that the agency CE+Co solved using a suitably large stage: the runway of the Tempelhof airport in Berlin, spanning a total area of 355 hectares, where all the dynamics of the gigantic vehicles could be presented – for example when driving in at a 40 km/h maximum speed or carrying out delicate turning manoeuvres.
The production design developed specifically for this event enhanced the effect of the vehicles. Football LED strips stacked one above the other formed a 200-metrewide and 5.5-metre-high purely media background. The LED strips enabled a multimedia show with larger than life product features. Synchronised and dynamic graphics supported the performances and speeches. At the same time, it was possible for the viewers to gaze out over the airfield and the summery evening sky. This not only created a special atmosphere, the transition from day to night – the “blue hour” that is significant for agriculturalists – but was also a consciously incorporated aspect of the show. It started at 20.30, still in daylight, and made use of the increasing darkness to gradually intensify the light and media features. The finale, a synchronous driving choreography of all four makes of LEXION, finally took place at 22.00 with full headlights.