Branche

Industrial plant engineering

Projekt

Trade fair

Kunde

Primetals

Region

Europe

Primetals

Orange is the new Green

It takes place every four years and is the leading international trade fair for metallurgy in Europe: METEC in Düsseldorf.
For Primetals Technologies, it is the most important stage for the presentation of new, leading technologies that are unparalleled in their sustainability. METEC is a milestone in communication within the industry. The “Orange is the new Green” campaign made a confident statement: for more sustainability and for Primetals’ pioneering role.

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Primetals Technologies is a developer and supplier of technologies for the metals industry. A lot is changing in this industry in particular: the world’s largest steel manufacturers are working on green steel concepts for a more sustainable future and are converting existing production facilities accordingly. Primetals offers leading technologies for achieving these ambitious goals. The trade fair concept had to communicate Primetals’ pioneering role within clear guidelines: globally applicable, highly innovative, clear message. With maximum self-confidence, the campaign used simple but eye-catching visuals. A provocative slogan, “Orange is the new Green”, made Primetals synonymous with sustainability in metals production. A brief look at the trade fair experience was proudly posted on youtube by our customer Primetals: Metec 2023 – Primetals trade fair booth

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From technology to concept. From concept to message.

Our approach was actually quite simple: we communicate what Primetals Technologies really stands for – but as strongly as possible.
The message is nothing less than being a technological pioneer in steel production. The campaign slogan, “Orange is the new Green”, verbalized this claim and sent a strong message to visitors and competitors at the trade fair. The visual changed the familiar green color of sustainability in a striking, eye-catching Primetals orange, putting an unmistakable stamp on the sustainability discussion, perfectly representing the campaign slogan.

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