2018 Print & Publishing

THE LIGHT WEIGHT AD

TitleTHE LIGHT WEIGHT AD
BrandPORSCHE SWEDEN
Product/ServicePORSCHE 911 CARRERA T
Category A05. Automotive
Entrant BERNTZONBYLUND Stockholm, SWEDEN
Idea Creation BERNTZONBYLUND Stockholm, SWEDEN
Media Placement BERNTZONBYLUND Stockholm, SWEDEN
Production BERNTZONBYLUND Stockholm, SWEDEN
Credits
Name Company Position
Martin Stadhammar BerntzonBylund Copywriter
Sten Ã…kerblom Berntzon Bylund Art director
Dominic Pickard BerntzonBylund Head of art
Carin Larsson Berntzon Bylund Account manager

Cultural/Context information for the jury

Porsche 911 Carrera T is stripped of equipment to make it lighter and more fun to drive. We decided to show this in a distinct way: we printed the ad on a super-thin paper. Lightweight paper for a lightweight car. The ad was published in premium motor press in Sweden, creating quite a lot of buzz.

Translation.

Every gram counts. 911 Carrera T. Less weight means more driving pleasure. In the new 911 Carrera T we removed the back seat, minimised isolation, used thin glass and excluded all extra equipment. We added a boxer engine and a 7-speed manual gear box. All to give you a greater experience. Less is more. Much, much more.