2018 Print & Outdoor Craft

PISA

Short List
ClientVOLKSWAGEN NUTZFHARZEUGE
2 of 2 Campaign
Category A04. Photography
TitlePISA
Product/ServiceVW CALIFORNIA REAR VIEW CAMERA
Entrant GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
Media Placement PHD GERMANY Frankfurt, GERMANY
Additional Company VOLKSWAGEN AG NUTZFAHRZEUGE Hannover, GERMANY
Additional Company 2 SPELLWORK PICTURES Berlin, GERMANY
Credits
Name Company Position
Ralf Heuel Grabarz & Partner CCO
Diana Sukopp Grabarz & Partner Group CD
Thomas Fritze Grabarz & Partner Creative Director
Stefan Geschke Grabarz & Partner Creative Director
Jens Erasmus Schröder Grabarz & Partner Art Director
René Herder Grabarz & Partner Copywriter
Thorben Dauer Grabarz & Partner Copywriter
Christiane Dietz Grabarz & Partner Account Manager
Anna-Lena Meyer Grabarz & Partner Art Buying
Kristina Mohr Grabarz & Partner Production
Dr. Stefan Pfeiffer Volkswagen Nutzfahrzeuge Head of Marketing Communications
Nicole Jordan Volkswagen Nutzfahrzeuge Marketing Communication
PHD Germany PHD Germany Media Agency
Cem Guenes c/o Tobias Bosch Fotomanagement Cem Guenes c/o Tobias Bosch Fotomanagement Photographer
Spellwork Pictures Spellwork Pictures Post Production
Sebastian Greese, Dennis Mielke, Sermed Darah - 3D
Sermed Darah - Creative Direction & Compositing

Cultural/Context information for the jury

Campervan ads always show the car in front of beautiful sights. In our poster campaign for the Volkswagen California we instead wanted to rethink what it really means to go sightseeing. Our main interest was not the car itself but „tourist attractions“ shot on the rear view camera in the latest California model: We designed different obstacles as the Eiffel Tower, the Colosseum and the Leaning Tower of Pisa. Sculpting them from scratch using ZBrush with scanned and handpainted textures, we had to make our full CGI renderings believable in every detail as both sights and traffic hazards. Because our poster campaign started off the summer holidays in Europe and the Volkswagen California is often used for road trips during this time, we designed our objects in a way that would remind viewers of typical holiday postcards.