The Result

• First virtual HPE partner awards event
• 260 attendees
• Successfully translated an in-person concept to a virtual event
• Engaging, beautifully executed production that brought the experience to life for the audience

The Insight

Inspired by the extravagance of the Met Gala, and drawing from HPE’s artistic branding approach, both concepts were merged to create the theme ‘Art is Life’.

The Strategy

2020 had a fundamental impact on face-to-face events, pivoting us in a virtual direction that switched up our execution style. 

Our priority was to bring the boldness and colour of art to life and ensure that we delivered an experiential event that conveyed the theme and reinforced the brand. To ensure a seamless occasion, a concise agenda was key. Although, Covid-19 threw us a curveball, we decided to pre-produce the entire event in studio for a quality production. 

Social distancing measures meant individual segments needed to be pieced together into a smooth, flowing production, with elements of entertainment interwoven to engage our audience throughout. Our MC was poetry in motion (living art) against a bold set with bright floral installations and a custom choreographed ballet performance, by Kitty Phetla, creating a continuous thread.

In the build-up, we sent all attendees a unique paint by numbers gift, encouraging them to channel their inner Picasso and submit their entries before the event. These were showcased in a gallery as the event concluded, and in our post-event mailer. On the day of the event, we sent all attendees a bespoke branded cooler, filled with a variety of gourmet ingredients and creative tips to create their own artistic cheese board. 

The boundaries of virtual events were pushed using different technologies to create a sensory experience that was beautiful in both theory and concept. Every element and touchpoint embodied the theme, inspired by the visual appeal of HPE’s brand.