Hertz Design & Branding TRAVELING AT THE SPEED OF HERTZ by DDB New York

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TRAVELING AT THE SPEED OF HERTZ

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Industry Car & Utility Rentals
Media Design & Branding
Market United States
Agency DDB New York
Executive Creative Director Menno Kluin
Art Director John John Skoog
Copywriter Nicholas Partyka
Illustrator Christopher Grey
Released March 2012

Credits & Description

Category: Posters
Advertiser: THE HERTZ CORPORATION
Product/Service: CAR RENTAL
Agency: DDB NEW YORK
Chief Creative Officer: Matt Eastwood (DDB NY)
Executive Creative Director: Menno Kluin (DDB NY)
Creative Director/Art Director: Sonya Grewal (DDB NY)
Creative Director/Copywriter: Pat Carella (DDB NY)
Art Director: John John Skoog (DDB NY)
Copywriter: Nicholas Partyka (DDB NY)
Designer/Typographer: Juan Carlos Pagan (DDB NY)
Illustrator: Christopher Grey (DDB NY)
Art Buyer: Jane Piampiano (DDB NY)
Production Company: Studio Aka
Production Company: Blacklist
Media placement: On Location POP - In Hertz Locations - March 2012

Describe the brief from the client
To strengthen the business and differentiate from others in the category, Hertz must communicate the strengths of innovation, reputation, speed and service

Describe the challenges and key objectives
Enterprise has become the category leader and continues to grow, leveraging its Off Airport equity into other segments - gaining traction On Airport while driving Brand and Advertising Awareness against the campaign platform 'We’ll Pick you Up'.
While Hertz has historically led the On Airport segment, it has been feeling the impact of the National Emerald Club benefits and Aisle service, particularly in the segment of business that includes frequent business travellers.

Describe how you arrived at the final design
We were inspired by old world travel posters and the importance of their simplicity and boldness. We thought it would be interesting to create iconic visuals that demonstrated the power of Hertz’s innovations within the concept of speed.

Give some indication of how successful the outcome was in the market
The campaign was a huge success and got a lot of press. Many people called asking for limited edition posters to purchase.