ACDelco YES Campaign Pavilion
Experiential Brand Activation & Exhibition Design
Dubai World Trade Centre, Dubai, UAE
2008 • Ogilvy Dubai
Brand Identity
Campaign Strategy
Marketing Collaterals
What began as an ambitious concept became a successful large-scale brand activation delivered under an aggressive timeline. The ACDelco YES Pavilion transformed product packaging into an immersive brand experience, attracting strong visitor engagement, increasing brand visibility, and helping drive sales growth through a highly successful exhibition campaign.
Some projects stay with you long after the event ends.
This was one of them.
In 2008, while working as part of the creative production team at Ogilvy Dubai, I had the opportunity to contribute to the ACDelco YES Campaign Pavilion at the Dubai World Trade Centre. What appeared to visitors as a seamless brand experience was, behind the scenes, one of the most demanding exhibition projects our team had ever faced.
With an aggressive deadline, incomplete technical information, and hundreds of production assets moving simultaneously, the pressure was intense. Yet through determination, teamwork, and countless late nights, the campaign came together successfully and became one of the standout activations on the exhibition floor.
The pavilion transformed ACDelco's product packaging into a life-sized brand experience, featuring an actual vehicle displayed inside oversized packaging, interactive visitor activities, environmental graphics, product displays, promotional campaigns, and supporting marketing materials across multiple channels.
As an Artworker on the project, I was involved in preparing and producing a wide range of exhibition graphics, environmental branding, large-format production artwork, advertising materials, and campaign assets that helped bring the activation to life.
01
The Challenge
The timeline was extraordinarily tight.
The exhibition launch date could not move, yet many of the final measurements and technical specifications required for production were still unavailable during critical stages of artwork development.
As artworkers and production designers, we were tasked with preparing large-format graphics, environmental branding, exhibition structures, promotional materials, print-ready files, advertising assets, and supporting campaign materials while working with incomplete information and constantly evolving requirements.
Every day brought new revisions, new dimensions, and new challenges.
There was no room for error.
A mistake on a brochure can be corrected.
A mistake on a structure several meters tall that is already being fabricated can become a costly production issue.
The pressure was immense, but the team remained focused on finding solutions and keeping the project moving forward.
02
Our Approach
Speed alone was not enough.
The project required a balance between creative execution, production accuracy, and adaptability.
Our team developed a workflow centered around rapid problem-solving, careful artwork preparation, and close collaboration with fabricators, printers, account managers, production teams, and event specialists.
Because complete measurements were not always available, much of the work relied on experience, technical expertise, educated assumptions, and constant verification.
At the same time, every visual element needed to remain consistent with the ACDelco brand across multiple touchpoints, including:
- Exhibition architecture
- Environmental graphics
- Product displays
- Interactive activation zones
- Promotional materials
- Event signage
- Print advertising
- Outdoor campaign assets
- Presentation materials
- Marketing collateral
- Digital campaign visuals
- Television commercial support materials
The objective was simple:
Create a unified brand experience that visitors could immediately recognize, interact with, and remember.
Production Planning
Technical Coordination
Brand Consistency
03
The Solution
The final result was a large-scale experiential pavilion that transformed ACDelco's product packaging into architecture.
Oversized product boxes became walls, meeting spaces, interactive zones, and visitor pathways, creating an environment that felt uniquely connected to the brand.
One of the pavilion's most memorable features was the life-sized vehicle displayed inside giant product packaging, effectively bringing the campaign concept to life and creating an instant visual centerpiece that drew visitors from across the exhibition hall.
The activation also included:
- Interactive YES campaign experiences
- Visitor engagement activities
- Product demonstrations
- Hospitality and meeting spaces
- Promotional staff engagement
- Large-format environmental graphics
- Product education zones
- Exhibition architecture
- Brand storytelling installations
- Advertising support materials
- Integrated marketing collateral
The result was an immersive brand environment that encouraged visitors to explore, interact, and spend time with the brand.
04
Key Features
Life-Sized Vehicle Packaging Display
Packaging-Inspired Architecture
Interactive YES Campaign Experience
Hospitality & Meeting Areas
Multi-Channel Campaign Support
Large Format Production
05
Creative Tools Used
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Large Format Production Artwork
Exhibition & Environmental Graphic Design
Print Production Preparation
Brand Experience Design
Event Marketing Design
Prepress & Production Management
06
The Impact
What began as an ambitious concept became a successful large-scale brand activation delivered under an aggressive timeline.
The ACDelco YES Pavilion transformed product packaging into an immersive brand experience, attracting strong visitor engagement, increasing brand visibility, and supporting sales objectives throughout the exhibition.
The project remains one of the most memorable and rewarding experiences of my time as part of the creative production team at Ogilvy Dubai.
Delivered
Large-Scale Brand Activation
Increased
Visitor Engagement
Strengthened
Brand Visibility
Supported
Sales Objectives
07
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