DD 24H 2012 CALENDAR by Gingco.net Werbeagentur for Automobilmanufaktur Dresden


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Industry Industrial Equipment & Agricultural Machinery
Media Design & Branding
Market Germany
Agency Gingco.net Werbeagentur
Photographer René Gaens
Released December 2011

Credits & Description

Category: Calendars
Business Manager: Jörg-Uwe Argo (Gingco.net / Werbeagentur Gmbh)
Junior Art Director: Jasmin Passier (Gingco.net / Werbeagentur Gmbh)
Photographer: René Gaens (René Gaens Fotografie)
Media placement: Calendar - Germany - 1 December 2011

Describe the brief from the client
Volkwagen’s ‘Die Gläserne Manufaktur (The Transparent Factory)’ is where the ‘Phaeton’, the brand’s luxury saloon, is made. In this plant, which is one of a kind the world over, customers and visitors can see for themselves how a car is assembled at close quarters. Volkswagen wants to offer customers, visitors and multipliers a high-quality, limited-edition photo calendar which creates a unique interplay between the plant, the Phaeton and Dresden: thus encouraging people to visit this assembly plant and interactive hub.

Describe the challenges and key objectives
The aim is to develop a creatively and conceptually sophisticated calendar for a premium target group that will present the Die Gläserne Manufaktur (The Transparent Factory), and the Phaeton in an exciting, innovative and remarkable way, time and again, against the cultural backdrop that is Dresden. The calendar should create a sense of desire and, ideally, spur its recipient to hang it up.

Describe how you arrived at the final design
The calendar is designed to be an imaginary 24-hour road trip through Dresden in the Phaeton, with us taking photos along the way. We’ll showcase this road trip in Hipstamatic-esque pictorial language, therefore generating an exceptional, youthful visualisation for the luxury segment. We’re whetting people’s appetites for a visit to the Dresden region and the Die Gläserne Manufaktur. At the same time, staging the product created there, the Phaeton, in an energetic and thrilling manner.

Give some indication of how successful the outcome was in the market
Some copies of Volkwagen’s Die Gläserne Manufaktur 2012 calendar were distributed to VIP customers, collaborative partners and multipliers. That said, a large proportion of the limited-edition print run (1,500 copies) was also sold freely through the plant’s store, the skriptmanufaktura magazine, the Web page and the plant’s newsletter. The entire batch sold out well before Christmas, the entire stock ran out, rendering the calendar desirable.