The Supply Chain Run

George P. Johnson

Client: DP World

At a crowded landscape in Davos at WEF 2025, where every brand fights for a few seconds of executive attention, DP World redefined how B2B engagement can work. No booths. No corporate showreels. Just a bold departure from conventional B2B experiential marketing that transformed abstract logistics concepts into an immersive, playful experience.

The Supply Chain Run turned a complex logistics story into an unforgettable game. A bold marble run installation transformed abstract supply chain processes into something guests could see, touch, and control. Every marble released triggered synchronised digital content, making global trade tangible, playful, and surprisingly human. The results were as striking as the concept: 84.5% increase from 2024 in high-quality leads. 47.3% surge from 2024 in hands-on interactions. 68% of participants expressed interest in future collaboration. And it didn’t end in Davos. Amplified by the #MadePossible campaign, the activation drove 2.1K mentions and reached 19.7M people worldwide. Just another booth wasn’t going to be sufficient. We proved that with imagination, even the most complex B2B story can be highly engaging.