Massey Ferguson 50th Anniversary Event – Day 1
The Brief: Celebrate 50 years of MF, look to the future, create a strong call to action and energise the image of Massey Ferguson.
In May 2008, Massey Ferguson staged a massive multilingual event to accommodate 1,600 dealers, press and guests over the course of 6 days. Each group was to experience a two-day event, staged at two different venues in France; the first day at Les Fontaines Chateau, Chantilly, the second day at the MF Manufacturing facility in Beauvais. Our brief was to develop a theme, branding and dress-up material for both venues.
We developed “THINK RED”, teamed with 8 “power words” – VISION, INNOVATION, LEADERSHIP, QUALITY, RELIABILITY, SUPPORT, PRIDE AND COMMITMENT – to re-energise the image of MF and take the theme forward into a new brand identity. All the material was carefully designed to allow language-specific graphics to be changed daily over the 6 days, to coincide with the delegates’ country of origin.
No detail was overlooked. The whole Chateau had to feel like it was designed by Massy Ferguson. Umbrellas were changes to red, red cocktails were designed, the floor uplighters were given red lenses, there was a red firework display and choreographed machine display on the lawns, incorporating a projection onto a water wall.
The MF-Event in France was really outstanding and very motivational for dealers and employees. Everyone was inspired and will only ‘think red’ from now on. On behalf of the whole management team, I would like to thank you and your team for all the work and time you invested in this excellent project.
~ Martin Richenhagen, Chairman, President and CEO – AGCO Corporation