Broke the series. Make a difference. Prove strict guidelines can´t impede to create an identity of your own:Design: Create a full new identity by adding every colour of the unused corporate palette to the traditional b&w images, using them to signpost floors and rooms. Plus, break the rules by curving ruled lines.

Mobile signpost: the coordinators with loudspeakers were replaced by clowns and acrobats that lead the audience by twirling around.

The expositor showroom was turned into a cool place where bored hostesses were replaced by actors who made thematic performances.A funny acrobacy & murga show closed the event.

1500 attendances. 91% of them stayed until the end. The event was replicated and implemented in other South-American locations.