Title	ANNIVERSARY EVENT 150 YEARS OF BASF
Brand	BASF SE
Product/Service	ANNIVERSARY EVENT
Category	A05. Branded Live Experience
Entrant Company	CIRC Wiesbaden, GERMANY
Contributing Company	CIRC Wiesbaden, GERMANY
Production Company	JUMPSEAT FILMPRODUKTION Berlin, GERMANY
Production Company 2	I DO FILMS Köln, GERMANY
Production Company 3	3DELUXE MOTION Hamburg, GERMANY

Name	Company	Position
Hans Reitz	Circ Gmbh/Co. Kg	Creative Director
Aleska Feit	Circ Gmbh/Co. Kg	Conceptioner
Lale Karahan	Circ Gmbh/Co. Kg	Conceptioner
Britta Lämmle	Circ Gmbh/Co. Kg	Senior Project Manager
Nadine Conrad	Circ Gmbh/Co. Kg	Project Manager
Tobias Duscha	Setcon Event/Expodesign Gmbh	Managing Director
Wulf Issinger	Schoko Pro Gmbh	Managing Director
Heinrich Fiedeler	Heinrich Fiedeler Industrial Design	Managing Director
Niels Laupert	Jumpseat Filmproduktion Gmbh/Co.kg	Managing Director
Rea Severain	I Do Films	Managing Director
Stephan Lauhoff	3deluxe Motion	Managing Director
Michael Badics	Ars Electronica Linz Gmbh	Managing Director

The Campaign

The objectives were: - Combine protocol matters and anniversary content in an innovative way - Inspire through fusions of science, technology and modern media - Create a global celebration moment - Transform location into a festive and inspiring place - Create expressive images to transport our messages At the event „150 years of BASF“, time and space was redesigned in real time and thus an intriguing combination between the traditional atmosphere of the location and an innovative stage concept was created. “We create chemistry” – the new claim of BASF led through the anniversary ceremony, from the beginnings of BASF to current innovation examples and a humoristic foresight from childrens’ perspective. Sounds of day-to-day activities at BASF collected by employees represented the highlight of the evening – the global moment: a virtual journey through the production sites of BASF around the world. This exceptional interaction of sounds, images and film sequences inspired British composer Michael Nyman to write his "Symphony No. 8: Water Dances" for the anniversary of BASF. The Royal Philharmonic Orchestra, London, premiered the symphonic work, which served as the grand finale of the anniversary event. The challenge for the fair construction was to arrange the huge stage set in a limited space that had low floor capacity. In order to guarantee that all participants were able to see all the content from their seats, an innovative 3D-tool, in which the location was modeled, so that the light and the staging could be verified, was used.

All these efforts resulted in a fascinating interplay of creation, media feeds, technology and team. Guests and press complimented the interesting balance between retrospection and foresight on the one side, and the professional development and implementation of the innovative concept.

The anniversary event used a new kind of projection form to illustrate the success story of BASF. Video feeds in 4K quality were projected on 15 moving cubes. This complex splitscreen opened up a new way to see things. A mask was put on to the projection with the help of Pandoras Box of the newest generation that matched the content to the movements of the cubes. A programmed piano allowed Michael Nyman to orchestrate video material live on stage on to the cubes, and thus, to stage a visual production.