Title | THE ANAMORPHIC OUTDOOR |
Brand | VOLKSWAGEN |
Product/Service | T-CROSS |
Category |
B05. Use of Ambient Media: Large Scale |
Entrant
|
PHD Milan, ITALY
|
Idea Creation
|
PHD Milan, ITALY
|
Media Placement
|
PHD Milan, ITALY
|
Production
|
TRULY DESIGN Turino, ITALY
|
Credits
Ivan De Santis |
PHD |
Global Account Director |
Paolo Damato |
PHD |
Client Business Manager |
Renata Scalamogna |
PHD |
Senior Communication Manager |
Why is this work relevant for Media?
This work is relevant for media because it has been done during one of the most crowded week in Milan. No one before has ever made an “anamorphic” billboard, especially during the Milan Design Week. The strategic position of the billboard (very close to Duomo of Milan) gave the opportunity to be clearly seen by thousands of people who crowded Milan during this important week and the high impact anamorphic creativity clearly communicated the pay off
Background
Finding another and not typical way to communicate the T-Cross “more than one thing” concept during the design week.
Describe the creative idea / insights (30% of vote)
We started from the T-Cross communication platform “more than one thing” and applied it to a creative idea for an out of home installation. Anamorphic design embodies that concept perfectly.
Describe the strategy (20% of vote)
An impacting billboard in city center during the design week to communicate the launch of the new T-Cross.
Describe the execution (20% of vote)
We partnered with the most influential anamorphic designer studio: Truly Design. A crew from Turin that became famous all over the world for their work. The work was an anamorphic installation on a large format outdoor billboard in Milan city center
List the results (30% of vote)
250 K contacts in a week