The Brief

Nokia invited VIPs – mostly CEOs of the key telco customers globally – to be their guests at the 2008 Beijing Olympic Games. The objective behind the programme was to 'help Nokia's customer relationships to grow and prosper'. We were tasked to create a design for the corporate hospitality programme that captured the spirit of China, the Olympics and the Nokia brand, at the same time avoiding ‘ambushing’ by inferring Nokia was an official sponsor. We needed to create a memorable experience and avoid being overly lavish in an environment of anti corporate 'fat cats'.

Creative Execution

The Nokia brand stands for connecting people. This programme connected customer and supplier with the goal of having those relationships grow and prosper. In other words, creating harmonious relationships. The 5 elements stand for eternal balance and harmony - matching the sentiment of the programme perfectly and in a modern and uniquely Chinese way.

Describe the creative solution to the brief/objective.

The design allows seeds to flourish in the shape of the Chinese philosophical “Five Elements” (gold, wood, water, fire and earth that represent eternal balance) that thus symbolising the message 'growing and prospering'.

Results

The programme was a major success with a number of huge deals being closed during and immediately following the event (strictly confidential). The number of thank you letters received is also testament to the success of the programme. Nokia also received numerous requests from guests asking for more gifts with, many saying they had their original on display in their homes as art pieces.