Orlen 2035 Strategy

Creativity was the foundation of this crossover event. We transformed a 33-meter-high industrial research hall into a global media stage for Orlen’s future vision. A bold scenographic concept turned the space into a living brand environment: Two 12×6 m LED walls, 5×3 m kinetic LED panels, and rotating 4×4×4 m transparent cubes added depth and dynamism. Due to the height of the hall and the presence of scientific equipment, including a massive Tesla coil at its center, we had to design a unique technological setup that would visually dominate the space and enhance the power of the message. We used the latest multimedia and stage technology to create a seamless, high-impact environment. A separate creative process focused on visual content, resulting in a synchronized multimedia show that amplified the entire experience. The concept was developed in close collaboration between the agency’s creative director and top engineers in light, scenography, multimedia, and sound.

This event was innovative at every level—no similar strategic announcement had ever been executed on such a scale in Poland. Innovation began with the venue: a 33-meter-high research hall rarely used for events. We designed a fully custom scenotechnical setup, including massive LED walls, kinetic panels, and rotating transparent cubes merging physical and digital layers. The broadcast used six cameras with gimbals and crane shots, delivering a cinematic live stream. A real-time content control system allowed seamless narrative transitions, like in live television. For the first time, we built a fully soundproof media zone for interviews during the event, ensuring professional press engagement. We also engineered a bespoke heating system tailored to the hall’s unusual dimensions, creating optimal comfort despite industrial conditions. Even the signal transmission and media architecture were designed from scratch. Definitely we've created a benchmark for the industry.

Flawless execution was essential. In just 8 working days, we transformed a 33-meter-high industrial hall into a cutting-edge hybrid stage. Creative, technical, and logistics teams worked in full sync—building the set, integrating advanced AV, managing multi-camera workflows, and coordinating dozens of partners. Over 100 people were involved in production: riggers, engineers, technicians, and show directors. A dedicated heating system was custom-built to ensure thermal comfort in the vast space. We also created VIP facilities, including a fully equipped catering zone and sanitary area tailored. The event hosted top-tier journalists and decision-makers on-site and reached a broad audience online through a seamless broadcast. Real-time content control and synchronized show flow guaranteed smooth delivery at every stage—from keynote speeches to live interviews. Orlen recognized the event as one of the best-executed in its history, setting a new operational benchmark for the industry.

The event reached far beyond the venue. With 613 media publications and over 11.5 million reach, it generated an advertising value equivalent of 8.7 million PLN (around 2 milion EUR). Coverage was overwhelmingly neutral (73%) and positive (26%). All major media outlets were present, including Poland’s top TV, radio, and online platforms. The dedicated media zone enabled real-time interviews and live commentary, enhancing visibility. The livestream attracted hundreds of thousands of viewers across Orlen’s channels. The announcement trended nationwide, sparking high social media engagement. Internally, the event fostered stakeholder alignment, strengthened Orlen’s brand image, and showcased new standards in corporate communication. It was more than effective—it became a benchmark. ORLEN recognized it as one of the best-executed and most impactful events in its history.

Communication was central to the event’s impact. The press conference was not a standalone action, but a fully integrated piece of Orlen’s strategic communications ecosystem. It was promoted across corporate platforms, backed by earned media, and extended through real-time livestreaming and post-event content. Visual consistency, clear messaging, and a powerful narrative arc made the strategy not just heard—but felt. Internally, the event drove alignment. Externally, it positioned Orlen as a future-ready, innovation-driven brand. The crossover nature of the event allowed it to resonate across audiences—from shareholders and journalists to the broader public. As Orlen’s most important communications event of the year, it was orchestrated through close collaboration between Orlen’s internal PR and marketing teams and a dedicated external PR agency—ensuring cohesive, high-impact messaging across all channels.

Despite its technological complexity, the event followed sustainable principles. The choice of venue—a pre-existing industrial hall—reduced the environmental footprint. LED technology ensured energy efficiency. Set elements were modular and reusable; key scenographic components, such as the LED cubes and structures, were preserved for future use. Consolidated transport logistics minimized CO₂ emissions, and catering was planned precisely to avoid food waste. The digital-first strategy reduced print and materials, further lowering the event’s impact. The project demonstrated that even the most advanced hybrid events can be produced responsibly, aligning with modern environmental expectations.