EEMAX Global 2015 reveals agenda


The countdown to EEMAX Global has truly started and with each passing day the stakeholders of experiential marketing and events industry are waiting for the convention with baited breath. With less than a week to go for EEMAX conclave, the speculation on the sessions, performers and the experiential quotient of the convention is at an all time high.

To put an end to all such speculations, Mr. Sabbas Joseph, President EEMA in a recent conversation with EE, unveiled the Agenda for EEMAX Global 2015.

Mr. Joseph said, “I do hope that the fraternity has completed their registrations for EEMAX Global. The Jury of Peers was busy last weekend completing their evaluation of the shortlisted entries. One must admit the work done by colleagues and the competition is world class and it makes one proud. I’m delighted to share with you the latest agenda for EEMAX Global Conclave”

The agenda for EEMAX Global 2015 is as follows

DAY 1: Saturday, 19 September 2015

17:00 – 19:00 Inaugral Session

“Getting the World to Believe - ALS Ice Bucket Challenge”- The Fund raiser that raised more than $150 million for ALS

Nancy Frates

‘What happened last summer was historic. It started the end of ALS’ Pat Quinn, ALS Ice Bucket Challenge Founder and Patient.

Peter Frates condition inspired the Ice Bucket Challenge.

Amyotrophic Lateral Sclerosis is the full form of ALS, which is a progressive neurodegenerative disease. The ALS Foundation has been working hard to bring awareness and donations to their efforts of fighting the disease since 1985 and has worked tirelessly to create events that spur additional awareness to their organization.

The challenge was that, with so many worthy organizations raising funds via walks, runs etc. fundraising was difficult. An unexpected opportunity presented itself when the Foundation leveraged social media amplification to increase incremental funds towards the cause. In July 2014, the phenomenon known as the ALS Ice Bucket Challenge was born. The result created a ripple effect across social channels, driving an unprecedented increase in awareness, engagement and donations for the cause from all over the world.

Watch the video here

“Turn On the Lights – Showcase @ de Bijenkorf”

Patrick Roubroeks, Creative Director, Partner & Founder, Xsaga

Since seven years, the most premium department store chain in Holland – De Bijenkorf, celebrates the start of the festive season by lighting up hundreds and thousands of dynamically programmed sustainable lights on their historical buildings. It has expanded from a marketing idea to now; a national tradition.

The Mayors of the cities officially open the event in their respective cities every year, which start with a fascinating street theatre show with larger-than-life puppets, high flying acrobats, human suspension walls - all dressed with excellent technological elements and high-quality sound & light effects followed by a finale of spectacular fireworks. The festivity is produced in the same format in five different cities of Holland – Amsterdam, Rotterdam, Den Haag, Eindhoven and Maastricht, all at the same time! Over the years they have succeeded in developing spectacular international theatrical shows around ‘Turn on the Lights’, which have made it an annual event that is marked by a broad range of international and national media in their holiday calendars.

Watch the video here

19:00 – 20:00 Entertainment :

The Shillong Chamber Choir

Shaan LIVE

20:00 – 24:00 Cocktails & Dinner



 DAY 2: Sunday, 20 September 2015

10:00 – 10:45 The Shillong Chamber Choir (Vande Mataram)



Santiago Corrada

President and CEO, Tampa Bay


Valsa Nair Singh

Secretary - Tourism and Culture, Govt of Maharashtra

10:45 – 11:30 Session 2: CASE STUDY

Amsterdam Lights Festival

Rogier van der Heide

Artistic Director

This is the perfect example of what a city should do. The Amsterdam Light Festival is the result of a joint effort between cultural institutions, the municipality, knowledge institutions and businesses in Amsterdam. The city was complemented by light sculptures, projections and installations by contemporary (inter)national artists. The boat route, ‘Water Colors’, took visitors past artworks along Amsterdam’s canals and the Amstel. The walking route, ‘Illuminade’, wound through the city center. During the festival, light plays a central role in the city as museums and institutions organize light-related activities, introducing visitors to innovations in light art. The festival, enriches the public space in Amsterdam during the darkest time of the year, in winter.

Watch the video here

11:30 – 12:00 Coffee Break

12:00 – 12:30 Session 3: CASE STUDY

Holograms for Freedom

Daniel Rodriguez

Copywriter & Creative Director, DDB Spain

In March 2015, the Spanish Government approved the ‘gag law’, which violates the right of freedom of expression, banning protests in front of the congress, the holding of assemblies in public places and the participation in a protest without previous notice. Faced with this reality, No Somos Delito (We Are Not Crime) partnered with DDB Spain and decided to protest in the only way the law allowed them to, with “The world’s first ever virtual political demonstration” (source: The Independent).

The movement rallied together thousands of Spaniards, but none of them were actually there and instead used holograms to protest against the new law. The holograms worked through a website that allowed anyone, anywhere to take their image, convert themselves into an apparition and upload their own messages. The result was a virtual recreation of 17,857 people seen marching in protest on 10 April 2015 in front of the Spanish Parliament, in the only way the gag law allowed them to.

Watch the video here

12:30 – 13:00 Session 4: Case Study

Nike Rise House of Mamba

Alistair Schoonmaker

Client Partner, AKQA

With the Retail Malls and Retail experiences mushrooming across India, here is an inspiring opportunity. Nike teamed up with the global design firm AKQA, to create the first full-sized LED reactive basketball training facility called ‘House of Mamba’ in Shanghai named after the NBA sports-star Kobe Bryant, with an aim to search for a national basketball team from China, to play at the Nike World Basketball Festival in September 2014, in Barcelona. The initiative was central to the Nike Rise campaign in China wherein athletes first received training from NBA Star Le Bron James in round one in Beijing, Guangzhou, Hong Kong, Taipei and Kaohsiung. James drafted 30 players that moved on to the next stage that was a week-long training in Shanghai with Kobe himself at the House of Mamba.

This special court used sensors for motion tracking, artificial intelligence and reactive LED technology to display a range of different graphics. Essentially, Bryant's usual workout was broken down and put into a digital format that was then displayed on the court through innovative lighting. A fan wanting to train like Bryant could see his movements on the floor through the tracker, and follow Bryant's workout, step by step.

Watch the video here

13:00 – 14:00 Lunch Break

14:00 – 15:00 Session 5:

Presentation on e-ticketing and e-vent technologies:

Panel Discussion

Intellectual Properties: Building the Future


Viraf Sarkari, Wizcraft International, Creators of IIFA

Vivek Singh, Procam International, Creators of Mumbai Marathon

Vijay Nair, Only Much Louder, Creators of NH7

Martin Da Costa, 70 EMG, Creators of India Bike Week

Rajesh Kejriwal, Kyoorius Group, Creators of Kyoorius Design Yatra


Suresh Venkat, Media personality

Curated by: Deepak Choudhary, Director and CEO-Event Capital

15:00 – 15:30 Session 6: Licensing Made Easy: Welcome to Delhi

• Kapil Mishra, Minister of Tourism, Art and Culture, Delhi Government

• Sanjay Kumar,IAS, Commissioner- Excise, Delhi Government

15:30 – 16:00 Case study * (Awaiting confirmation)

Electric Daisy carnival: Is the world’s biggest and most ticketed music festival contributing $300million to the Las Vegas economy

15:30 – 15:45 Attendees Group Photograph

17:00 – 18.00 Awards Reception (cocktails)

18:00 onwards EEMAX Global Awards 2015

Hosted by: Cyrus Sahukar and Yudi

Entertainment :

Ustad Rahat Fateh Ali Khan

Lauren Gottlieb

Stars of India’s Got Talent

Interactive with AIB

22:00 onwards EEMAX Global; Celebrate with the winners

Sanjay Batraa + Band

Cocktails n dinner

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