Good stories have to be told and O'Neill has a lot of them. So what better than to create a magazine about these stories? Transforming this basic idea into a 3-dimensional experience proved to be convincing in the competition, and so the first step towards the walk-in magazine was made. Under the slogan of "Rebels of frozen water" developed during the competition, a magazine format emerged that could be used orchestrally on all the information channels throughout the trade fair presence. This led to an online pre-launch information campaign and a print magazine to be handed out at the fair.
The magazine concept made it possible to combine the most varied of stories such as O’Neill’s heritage, its founder Jack O’Neill, the ambassadors, new products and technical innovations in a single format and to present them in an eclectic manner similar to in a magazine.
Once the trade show was over, and with sustainability in mind, large sections of the exhibition booth were put in storage and later given a facelift for ISPO 2015 based on a new story. On the one hand this created recall value, and on the other, there was innovative content, a new storyline and a fresh graphic appearance.