IS PARKING ART?

ClientOPEL
Category B08. Calendars, Invitations & Greetings Cards
TitleIS PARKING ART?
Product/ServiceOPEL PARK ASSIST
Entrant SCHOLZ & FRIENDS HAMBURG, GERMANY
Idea Creation SCHOLZ & FRIENDS HAMBURG, GERMANY
Credits
Name Company Position
Niels Alzen Scholz & Friends Chief Creative Officer
Jonas Keller Scholz & Friends Creative Director
Christian Fritsche Scholz & Friends Creative Director
Niko Pelz Scholz & Friends Senior Art Director
Silja Wolters Scholz & Friends Junior Art Director
Martin Gillen Scholz & Friends Junior Copywriter
Christian Jaeschke Scholz & Friends Account Manager
Eva Kannemann n/a Production
Tobias Nientiedt Scholz & Friends Head of CGI
n/a .RAW Post Production
Chris Ebeling n/a Creative Retouching
n/a maground pictures

The Campaign

For the Opel Park Assist, we created a calendar with 12 different motifs that show 12 different works of art that regular people have “painted” on the road with the tyre marks of their cars – because they couldn’t get in their parking spot without Opel Park Assist. Each artwork had an imaginative title relating to the situation and the time of year. After the title, the name of the “artist” and the location was mentioned – just as you would expect from a regular art piece. The locations and situations also matched the months and seasons, so that the customer could enjoy the creations at each time of the year.

Creative Execution

The Calendar was printed in DIN A2 format (420 x 594 centimetres), on 300g “infinity matte“ paper. Binding: “Buchschrauben“. Scale: 100 pieces for a selected group of clients. Please take a look at the actual calendar sent in as physical support material.

Indication of how successful the outcome was in the market

Opel is awaiting a significant order increase for 2017.

The idea showcases Opel as an innovative, forward-thinking brand that communicates a typical car feature in an untypical and unseen way. Because we used a medium you wouldn’t expect for everyday car feature communication, and due to the sophisticated visual approach the calendar “Is parking art?” opened the door to a target group that is never easy to convince: fleet managers. They were to see it of a high-class token of appreciation that could actually conquer a place in their offices for a year.