As part of the Mercedes-Benz trade show presentation at the IFAT, the world’s leading trade fair for water, sewage, waste and raw materials management, which took place from 30 May to 3 June 2016 in Munich, the brand bearing the three-pointed star presented its products like football players in the run-up to UEFA EURO 2016. To this end, the trade fair stand was designed like a stadium with grass pitch, grandstands and scoreboard. The vehicles on display were the “stars”, which entered the pitch from the tunnel and lined up full of confidence. The reference to football was implemented systematically from the entire stand design to the give-aways. The trade fair presentation was the joint achievement of Mercedes-Benz Sales Germany, the Karlsruhe-based einsagentur Schäuble GmbH, which was responsible for the architecture, and Waidmann/Post from Braunschweig, a company specialising in communication in space.