THE NETHERLANDS – Six Gouden Giraffe Event Awards for the best Dutch event marketing
Bizarre or maybe even disruptive. These two words would describe in the best way the Dutch Gouden Giraffe Event Award Show, which took place in industrial venue DeFabrique in Utrecht. After live pitches of the 16 finalists, during the afternoon in front of the jury, as well as 320 interested event professionals, the awards were given to events from Accenture, WOMENInc, Ministry of Infrastructure and the Environment, Pop Vriend Seeds, the city of Den Bosch and Albert Heijn.
The Awards Show itself, with more than 550 guests, started off in an empty hall, with only the 6 awards on stage, two security guys and nothing more but a video with the 16 nominated events on a big screen. After the video, all lights turned off, a door opened with just a little bit of light and the sound of some country style music.
All 550 guests followed the sound and arrived at a second event accommodation. With two bars, 5 golden caravans on 5 different stages and an opening speech high up in the sky, people immediately grabbed their phones to take pictures and videos of the unusual surroundings.
After the opening, a bizarre show followed: the show went from caravan to caravan, each stage representing a category. From one of the caravans fireworks came out, the other one opened up while a street orchestra of 55 people popped up. Minutes later, 500 balloons came down from the ceiling.
‘Today we celebrated the industry of event marketing and live communication. An industry that creates moments that last in time, that change people and companies’ behaviour. We have to realise the importance of surprise and WOW- moments, which have the biggest effects and impacts’, explained Sjoerd Weikamp, from EventBranche.nl.