When Netherlands-based AkzoNobel wanted to launch its new corporate values and brand identity, it called upon London agency Imagination to deliver its proposition.

This saw Imagination creating a two-day senior management conference and gala event for AkzoNobel in Amsterdam on 24-25 April. The event had to reflect AkzoNobel's  industrial status as a global paints and coatings concern as bolstered by its recent acquisition of ICI. AkzoNobel is also a major supplier of speciality chemicals around the world.

The "Transform Conference" was the first opportunity for the company’s new global management to come together as one team. A series of plenary sessions discussed the new brand positioning and a promise of "Tomorrow’s Answers Today". Attendees also participated in interactive workshops to learn about helping deliver the brand promise, day to day.

"The new brand identity is modern, energetic and purposeful and it was vital that the launch brought these elements to life in a dynamic fashion," said Guy Stevenson, Imagination’s Event Group Director.

Imagination worked closely with AkzoNobel leadership to develop content for the conference. Dynamism emerged through Imagination's inspiring production of a brand film and its choreography of an aerial ballet for 15 artistes within the architecturally dramatic Passenger Terminal Amsterdam. The event was capped with live-action theatrics, lighting and fireworks over the city’s harbour.

"The launch marked a major milestone for AkzoNobel, who are very much part of Netherlands life and culture," said Stevenson. "It was crucial that we engaged with not only the attendees but also the national media in an entertaining way that reflected the significance of this moment in time."

The results saw RTL broadcast highlights of the show live on its national news and press coverage was positive and extensive.

"In Imagination we could not have had a better partner to bring to life our new identity and values in an integrated fashion," said John McLaren, AkzoNobel’s Director of Communications