Agency: Inter-Global Exhibitions

Name of campaign: Gitex 2010

Launch date: April 2010

Creative credits: Creative director/designer/on-site management: Gino Pellegrini; 3D/blueprint detailer: Matthew Miller; on-site management: Lee Eldridge

Why we liked it: For trade shows, size matters. Go big or go home. Saudi Arabian mobile phone provider Mobily’s booth at the Gitex 2010 show in Riyadh was big. The booth was larger than 13,000 sq. ft., and its elaborate design even featured two levels. The booth, designed to attract attendees with the feel of a retail store, featured a cool, seductive design based around the colors blue and gray. There were special areas of the booth designed to showcase Mobily partners, including Research in Motion’s BlackBerry, which was arrayed to attract the business customer. The booth was created by Inter-Global Exhibitions and required round-the-clock labor shifts to construct the massive exhibit.