DFDS – Monster Energy Event

We electrified the Beast, two of them in fact, at a celebration event in the Netherlands.

Challange: One communication for two very different brands

DFDS and Monster Energy have a successful partnership and a shared vision for green logistics. But their brands could not be more different. DFDS is a one hundred and fifty-year-old transport and logistics company, while Monster Energy is “the most badass energy drink on the planet”.

Martin Max were approached to conceptualise, produce content, and direct the launch event for Monster Energy's first DFDS electric trucks. Attended by employees of both brands and potential customers, this was an opportunity to show DFDS and Monster Energy's shared leadership. And we needed to do it in way that was authentic to both brands.

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Solution: DFDS unleashes the dream

It’s always important to start well. And that means sending invitations that give the feeling of “I have to see this”. So to go with a classic email invitation, Martin Max shot an invitation film which seeded the fantasy world guests would experience at the event.

Our concept was to transform DFDS’ ordinary logistics warehouse into a fantasy world.

And at the event, we were determined to create a unique experience that people would talk about. We achieved that with a stunning unicorn walking among the audience, a children's choir, and custom designed music.

But how did we combine the brands? Monster Energy’s tagline “Unleash the Beast” was adapted to create our event concept “Unleash the Dream” with Monster Energy the character that wished to electrify the beast, and DFDS the dream maker who could make it happen.

We scripted entertaining speeches with commercial credibility. Every speaker reinforcing the dream concept. And our moderator was a futuristic AI robot.

Choosing to host the event at the DFDS logistics centre in Wijchen provided us with the stable foundation to go all-in on the fantasy elements. The venue, with the trucks, grounded us (at least partly!) in reality. But this was not a night for half-measures – we delivered wholeheartedly on the concept from the invitation to the buses back to the hotel.

Services:

Concept |

Design |

Event |

Film production |

Social Media |

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To celebrate Monster Energy's first DFDS electric trucks, we created a communication concept that could support both brands. Adapting Monster Energy's "Unleash the Beast" tagline to “Unleash the Dream”.

Together with DFDS, we created a concept and directed a production team to transform an ordinary warehouse space into a fantasy world.

We scripted presentations to ensure cohesive brand messaging that played off the event's themes and performances.

We produced brand images of the Monster electric trucks for PR, external communication, and on event screens.

Having a "live" unicorn made sure people would talk about the event and take notice online.

We produced ambient music, together with a voiceover that was used in the song, to interact with people in the warehouse, and moderate the stage.

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How did we do?

"It was amazing to see how Martin Max managed to serve two big brands in one communication concept. Their direction and content created a night of pure energy!"

Jenny Allert - Head of B2B Marketing & Communications, Northern Europe

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