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Almost exactly one year ago OSK (Oliver Schrott Kommunikation) produced a two-time world premiere for Freightliner at the Hoover Dam, which was honored by the Guinness Book of Records and numerous awards – and deservedly so!


The agency, with headquarter in Cologne, Germany, achieved a world record as brightest projection and staged a milestone in technology on a honorable and grandiose dramaturgy in a perfect associating location. We met the people behind the concept in their office in New York and learned a little more about the event.


The about 200 media guests have been invited to get introduced to the Freightliner Inspiration Truck – the first licensed autonomous commercial truck to operate on an open public highway in the United States. This technical innovation was presented to the professional audience at a place steeped in history with a perfect use of media. The Hoover Dam on the border between Nevada and Arizona, was built in the 30s with the first trucks, as we know them today, and was considered a technological sensation. Just this scene took OSK, combining the historic environment with a unique video projection into an unforgettable experience. 60 projectors shone on the 221 meter high dam, an image size of ​​about 39,000 square meters – the equivalent of about 5.5 soccer fields.


The, specially produced for the curved dam surface, film breaks in dams literally and gave the truck a worthy introduction. To complete Gov. Brian Sandoval formally granted the license to operate the vehicle in the state, affixing a license plate to the truck and then the first drive of the truck in autonomous mode was over the dam.


When the client requested this event with a fixed date and Las Vegas as a region, there were several major events in the city, which made a regular press trip impossible. With this challenge Andre Pöhlker, the ideator and CEO of OSK in New York began looking for opportunities for the occasion. When the Hoover Dam came in his mind, not only the history association was perfect but his creative drive drew mentally already the projector on the opposite bridge, and the vision of a gigantic projection originated. The client was convinced and together they dare not only to think big then also to make something great come true. Due to the vibration, the projectors were not installed on the bridge but on the ground below. Even there the team was still struggling with the dimensions. At low temperature differences, the lenses of the projectors readjust minimal and so the one kilometer distant image blurred. But with the right partners on the side from the idea and vision it became a master plan and ultimately a successful event.


In communication it comes to mediate stories with strong images because they remain in mind. OSK used exactly this for a outstanding success. The overall concept is harmonious and while boasting with superlative, it is nevertheless always focused on the product-related story and the easy-to-understand big picture. Andre Pöhlker also confirmed to us in the interview that authentic content and strong, clear images are important in the future. Because they reach the changing media world as well as to achieve the requirement for integrative communication.


Simply a remarkable event and an agency which has the feeling to think big in the right moment.


Thanks to the OSK team in New York and the very simpatico conversation!


Rönke von der Heide, Nhu-Khue Ngo, Andre Pöhlker, Beke Fahrenbach vor der Guinness Buch Urkunde

Check out the ‘Overture’ and ‘Behind the Scenes’ video:



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