Large inflatable promotional material | X-Treme Creations inflatable giant Médar of 9 meter high owned by Michiel Steenbeke of the East-Flemish Adrem Kitchens for the online campaign Adrem Keukens X-Treme Creations

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 
 

Client: Adrem Keukens

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.
 

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More media for Medar

Large inflatable promotional material | X-Treme Creations guerilla inflatable character Médar during Tour de France without branding Adrem  kitchens Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations inflatable character Médar following the artist Jan Hoet cylops of the ehibition Over the Edges in 2000 with team and customers of Adrem Kitchens Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations inflatable cyclops character on inflatable base for the second year along the road during Tour de France Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations inflatable cyclops in France on TV during the 21st of July which is the Belgian National Day Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations inflatable mythic giant with 1 eye called Médar in the middle of a grass field Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations race cyclist passing in front of an inflatable character Médar during Tour de  France organised by the company ASO  Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations
Large inflatable promotional material | X-Treme Creations inflatable giant with one eye on a base and removable banners on his chest Events  & Art and Design  & Corporate branding  &  Adrem Keukens X-Treme Creations

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