| Title | THE LIGHT WEIGHT AD |
| Brand | PORSCHE SWEDEN |
| Product/Service | PORSCHE 911 CARRERA T |
| Category |
A05. Automotive |
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Entrant
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BERNTZONBYLUND Stockholm, SWEDEN
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Idea Creation
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BERNTZONBYLUND Stockholm, SWEDEN
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Media Placement
|
BERNTZONBYLUND Stockholm, SWEDEN
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Production
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BERNTZONBYLUND Stockholm, SWEDEN
|
Credits
| Martin Stadhammar |
BerntzonBylund |
Copywriter |
| Sten Åkerblom |
Berntzon Bylund |
Art director |
| Dominic Pickard |
BerntzonBylund |
Head of art |
| Carin Larsson |
Berntzon Bylund |
Account manager |
Why is this work relevant for Media?
To promote the light weight car Porsche 911 Carrera T, we decided to do a traditional ad using very, very thin paper. Every gram counts.
Background
Launch of a new 911, a car stripped of equipment to make it lighter. Create buzz amongst potential buyers and sportscar fans.
Describe the creative idea/insights
There are a lot of brands trying to promote the most agile, fun car. We decided that the print ad material in itself should be part of the message.
Describe the strategy
Target: potential buyers and sportscar fans. We chose the most premium car magazine to create impact and focus.
Describe the execution
To promote the light weight car Porsche 911 Carrera T, we decided to do a traditional ad using very, very thin paper. Every gram counts.
List the results
A lot of attention, creating buzz offline as well as online (nerds filming the ad and putting the film on social media) :)