| EVENT REPORT 01.24.08 1:57 PM |
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| Snow Day |
| DWS Scudder aimed to raise investors' awareness of climate-change-related funds with an eye-catching promo that featured snow and snowboarders in Beverly Hills. |
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DWS Scudder, the U.S. retail unit of Deutsche Bank’s asset management division, took an eye-catching approach for a press conference and public stunt yesterday by transforming the Two Rodeo shopping complex into a 90-foot ski slope and ski village.
The setup kicked off a nationwide road show for DWS Scudder, consisting of more than 80 events, as part of a strategy to raise awareness for investment opportunities within DWS Scudder's climate-change fund—without taking a political or environmental position. “We want to show that climate change is at our doorstep; that’s really why we made snow in Los Angeles,” said Philipp Hensler, C.E.O. and chairman of DWS Scudder Distributors. |
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PHOTO GALLERY |
 | A 90-foot ski slope made of 25 tons of snow drew crowds in Beverly Hills.
Photo: Red Dawn Media Inc. |
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 | The ski village had rustic, lodgelike touches.
Photo: Red Dawn Media Inc. |
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 | Pro snowboarders Drew Fuller and Erin Valverde performed for the crowd.
Photo: Red Dawn Media Inc. |
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 | Falling snow added to the wintry atmosphere.
Photo: Red Dawn Media Inc. |
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 | Ice sculptures flanked the ski slope.
Photo: Red Dawn Media Inc. |
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 | Steve Aoki performed a DJ set.
Photo: Red Dawn Media Inc. |
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 | The spectacle at the Two Rodeo shopping complex drew curious passersby.
Photo: Red Dawn Media Inc. |
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Radar director Geoff Renaud and his team produced the event, building the ski village and adding lodgelike touches such as chandeliers constructed from antlers, leather chairs, and animal-print rugs. Classic wooden skis and strap-on snowshoes hung from cabin walls and reinforced the chalet vibe. Falling snow—created from a soaplike mixture—blew down on the venue from the roof of the Versace store, and about 25 tons of manufactured snow blanketed the shopping area.
A live performance on the ski slope by Rossignol pro snowboarders Drew Fuller and Erin Valverde to beats spun by DJ Steve Aoki drew a crowd of passersby and got extra exposure on large plasma TVs that faced Wilshire Boulevard. Visitors chased off the chill with coffee and tea, which sponsor Coffee Bean & Tea Leaf provided from a booth. And although DWS claims no position on climate change, the company invested in an emission-reduction project in India to offset greenhouse-gas emissions generated throughout its road show.
—Laura Kasavan
RELATED TOPICS
DWS Scudder
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