Since 2008, we have been talking about sustainability and the ability to refill our markers.
Since 2010, we have been doing this at the Creative World fair in Frankfurt.
ENOUGH TALK!
Those who know us are aware that we are always good for a surprise: From digital MOLOTOW trains rolling in on a 12-meter-long LED wall to the re-built MOLOTOW™ TRAIN in XXL – if you haven’t seen us, you’ve at least heard us! 
This year, we surprised our partners, exhibitors, but above all, ourselves: Because this year, our booth remained silent and empty.
UH-HUH, WHAT?
You read that right! And the crazy part is: We made the decision for this concept 8 weeks before the start of the fair, during a regular internal meeting to approve the already fully created booth. Initially a cool idea, the concept soon led to heated discussions within our own ranks: never before had a fair concept polarized our internal team that much. What looks “quite easy” on the outside turned into a tightrope walk for us in the past weeks at Champions League level: Because how do you explain an empty fair booth to an international B2B and B2C audience?
THE ANSWER:
WHAT SHOULD PEOPLE THINK?
Indeed, we were very curious about the reactions of all visitors, and already on the first day of the fair, we became the number one topic of conversation. Above all, the multitude of positive feedback amazed us, as we expected far more polarizing responses. We were also surprised by the interview requests and positively written blog articles from influencers and voices in the press.
Overwhelming: In total, 1,863 people scanned our QR code. The linked landing page was accessed 3,179 times.
WE’RE PROUD OF THAT!
Once again, we stood out at the fair, even if we danced quite out of line and our statement hit like a… “MOLOTOW marker.”
And finally, we reached our goal and managed to get people talking about it: SUSTAINABILITY.
VIDEO – OR IT DIDN’T HAPPEN 
For those who can’t believe this once-in-a-lifetime action, here’s the video.
