Medar
Kitchen Guerilla
Kitchen guerilla
In the year 2000 the Italian artist Marco Boggio Sella made a cyclop sculpture for the art project "Over The Edges", in the city of Ghent. Afterwards, the giant ended up in the warehouses of the SMAK museum, taking up valuable space, and blocking an emergency exit. After spending a little time in a florist garden, the sculpture was bought by a company dealing in heavy machinery. It spent multiple years along the E17 highway where it was a notorious landmark. When it was set on fire, the owner had it rebuilt. In 2022 the giant found its new family at Adrem kitchens, where he was named Medar
Product groups: Giant inflatables
Applications: Events Art and Design Corporate branding
BRIEFING:
Adrem kitchens wanted to use Medar as a mascot, taking him to various events, but they found out quickly that the enormous sculpture was quite a challenge to transport and install. For the 2022 Tour de France, the owner of Adrem kitchens wanted to set up a unique campaign. Inspired by guerilla marketing, he wanted to travel with Medar along the trail of the world's most watched cycling event. From a practical point of view, however, travelling for 3 weeks with the sculpture, and building it every day somewhere else would cost a fortune.
Adrem asked X-Treme creations to create an inflatable brother for Medar. This would allow them to set up fast, and with minor effort, and to take the giant in a small van or trailer.
PROJECT:
To make an exact replica of the existing sculpture there was no 3D file or digital artwork available, so X-Treme had to work in a rather traditional way.
First off, a polystyrene model was made, on which the patterns for cutting were defined. The colours were assigned based on pictures of the original Medar
Medar was put on an inflatable base for stability and easy installation.
As the Tour de France is a family spectacle, and Medar is a decent giant with cooking skills, we added an Adrem kitchen apron.
ROI:
The campaign was a big hit. Medar was visible in the livestream of almost every stage of the Tour de France.
Adrem did not promote any sponsored post on social media, but still had an organic reach of over 24k on facebook and over 8k on instagram.
When it comes to earned media, Medar was featured in 5 newspapers, and Adrem CEO Michiel Steenbeke was invited in the popular cycling talkshow Vive le Vélo (765.853 viewers)
The immense popularity resulted in a higher brand awareness for Adrem kitchens, more website visitors, more followers on social media, and a higher organic reach for other campaigns.
More media for Medar
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