YARD-90 Years Papastratos

90 Years Papastratos

Client: McCann – Momentum
Year: 2021

Celebrating the 90th anniversary of Papastratos, a leading figure in the Greek industrial scene since 1931, was an honor that came with the responsibility of matching the event's grandeur to the company's storied history and significance. From its roots in Agrinio and Piraeus to becoming part of the world's largest multinational tobacco company and transitioning to the era of IQOS, Papastratos has played a pivotal role in supporting the Greek economy and society through sustained investment and philanthropy over its near-century existence.

Our task was to design, organize, and execute a large-scale production that would do justice to such an occasion. The hybrid event, set against the backdrop of the company's Aspropyrgos facilities, brought together 100 distinguished guests from Greece's political, business, and social spheres, while also reaching a global audience through live broadcasts on Papastratos' Facebook and YouTube channels.

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To accommodate the event, a 700sqm platform was constructed at the facility’s entrance. This space hosted the main event and a subsequent cocktail reception, all organized in strict adherence to pandemic-related safety protocols. The event’s design featured a six-level stand for guests and stage elements inspired by the circular shape of the company’s logo, celebrating its 90th anniversary. Behind the speaker, two large outdoor HD LED screens were placed, alongside an “upright garden” that symbolized the company’s commitment to sustainability. The positioning of Papastratos’ logo was strategically planned for optimal television camera views.

Supporting the audiovisual requirements, three towers were erected to a height of 10 meters, ensuring the lighting and sound equipment were resilient to the outdoor setting and potential gusts of air. The event’s ambiance was carefully crafted to change with the sunset, creating a dynamic visual experience.

The event’s narrative was anchored by a keynote speech from Papastratos’ President and CEO, Mr. Christos Harpantidis, complemented by a video that used motion graphics and archival material to chronicle the company’s journey. This was bolstered by animations that highlighted Papastratos’ sustainable development commitments and its significant investment in the Aspropyrgos facilities.

A “video-manifesto” with the motto “BORN AGAIN” outlined the company’s future direction, supplemented by testimonials from associates across various sectors. Notable addresses included those by the Deputy Prime Minister, Mr. Pikrammenos, and the outgoing CEO of Philip Morris International, Mr. Andre Calantzopoulos.

The event was enriched with original music, enhancing the speeches and videos, and captured through comprehensive television coverage using fixed cameras, a crane, and a drone. This provided impressive visuals of the event, the facilities, and the Elefsina bay, all seamlessly directed for an engaging online broadcast to around 6,000 viewers.

Following the formal proceedings, select guests were guided on a factory tour by Mr. Harpantidis to showcase the areas of forthcoming investment, while others were invited to enjoy the specially arranged cocktail area, concluding the celebration on a note of communal and forward-looking spirit.

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