| Title | IS PARKING ART? |
| Brand | OPEL |
| Product/Service | OPEL PARK ASSIST |
| Category |
G07. Photography / Curation of Images |
|
Entrant
|
SCHOLZ & FRIENDS HAMBURG, GERMANY
|
|
Idea Creation
|
SCHOLZ & FRIENDS HAMBURG, GERMANY
|
Credits
| 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.