| Title | OH, DEER! |
| Brand | AUDI |
| Product/Service | AUDI PRE SENSE |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk Ag |
Chief Creative Officer |
| Gerrit Zinke |
Thjnk Ag |
Executive Creative Director |
| Bettina Olf |
Thjnk Ag |
Executive Creative Director |
| Tobias Ahrens |
Thjnk Ag |
Creative Director |
| Nicolas Schmidt/Fitzner |
Thjnk Ag |
Art Director |
| David Lasar |
Thjnk Ag |
Art Director |
| Jan/Hendrik Scholz |
Thjnk Ag |
Copywriter |
| Niklas Kruchten |
Thjnk Ag |
Account Manager |
| Gilles Scheuren |
Thjnk Ag |
Account Manager |
| Christoph Mäder |
Thjnk Ag |
Graphic Designer |
| Susanne Kastner/Linke |
Thjnk Ag |
Art Buyer |
| Dominic Repenning |
I MADE THIS |
Production Manager |
Results and Effectiveness
Our billboard was a real crowd stopper: people at the airport tried it out, photographed it and shared it with friends. The documentary video of the effect and the billboard made its way around the world online, generating countless shares and views on different channels, features on numerous important blogs and magazines.
Creative Execution
Our billboard only used the space and cost the money of a normal airport billboard. But it used the entire terminal, the conveyor belt and the people themselves and turned them into an interactive installation. This way, people experienced first hand how easy it is to overlook an obvious hazard.
Insights, Strategy and the Idea
We wanted to let people experinece the advantage of AUDI pre-sense plus. But how do you promote system, that detects hazards that you simply overlook? Simple: At international airports, were we can perfectly reach our target group, we let them experience how even a normal billboard with a simple black on white print can trick their eyes and make them overlook obvious hazards. Therefor we took advantage of the physical phenomenon called accommodation and overlayed two headlines. From far away, people could only read the blurred headline: "YOU'RE DRIVING. IT IS DARK. SUDDENLY:" When people got closer, their eyes' focus suddenly changed and they could only read the other headline: "A DEER!" A perfect example that with "Vorsprung durch Technik" you can even turn a simple billboard into much more.