ENDURO UNTAMED by Serviceplan Berlin for Ziegler Verlags

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ENDURO UNTAMED

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Industry Magazines
Media Design & Branding
Market Germany
Agency Serviceplan Berlin
Executive Creative Director Matthias Harbeck
Creative Director Oliver Palmer
Art Director Therese Stüssel, Frank Gräfe
Copywriter Sebastian Wolf, Martin Magnet
Account Supervisor Amelie Wenzel
Released January 2011

Credits & Description

Category: Posters
Advertiser: ZIEGLER VERLAGS
Product/Service: MOTOCROSS ENDURO MAGAZINE
Agency: SERVICEPLAN
Date of First Appearance: Jan 31 2011
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer
Copywriter: Martin Magnet/Sebastian Wolf
Art Director: Therese Stüssel/Frank Gräfe
Account Supervisor: Amelie Wenzel
Graphic Design: Andrea Schulz
Illustration: EAT, SLEEP + DESIGN. Frank Gräfe. Berlin.
Media placement: Illustration - Illustration - 31. Januar 2011

Describe the brief from the client
The illustrations were created for the Motocross Enduro Magazine. The magazine for real, hardcore motocross and enduro bikers in Germany, Austria and Switzerland. They were published in January 2011 as posters at the POS – meaning motorcycle dealers – and as print ads in various motorcycle magazines.

The goal was to achieve new readers for the magazine and to inspire and encourage existing ones. We wanted hardcore bikers to understand that the magazine speaks their language and has content as tough, rough and uncompromising as they want it. Stories that are as direct and untamed as the riders themselves.

Describe the challenges and key objectives
There are many motorcycle magazines, and all of them speak the same visual language. So we wanted to create something new and exciting. Something that attracts attention because of its visual uniqueness which still isn’t too experimental or crazy to scare the target group off. We needed something to demonstrate enduro sport in a way no one has ever seen it before. To give the magazine a desirable image that attracts new readers and encourages existing ones.

Describe how you arrived at the final design
Together with Frank Gräfe, a painter and illustrator, we developed an artwork that interprets the “old” promises of the magazine – untamed action for bikers who ride harder or jump higher, who are just wilder than the rest – in a groundbreaking and eye-catching new way. It does this with bike details that have a resemblance to wild animals and with fitting artistic techniques for every landscape that hardcore riders are familiar with: Linocut for sharp-edged mountains, forceful colour applications for ploughing humid forest soil, accurate brush marks for dusty gravel paths. So we created masterpieces of “enduro art” that still show all the action, but in a more poetic, artistic and therefore more attention-grabbing way than the usual communication.

Give some indication of how successful the outcome was in the market
The campaign has been a complete success. The artwork generated an immense amount of interest within the motocross/enduro community. The target group was caught and excited by this completely new impression of hardcore riding.
“This crazy magazine with those cool pictures” reached new heights in readers’ interest: sales went up by 21 % since the adverts were published, new subscriptions by 12 % and even the inquiries for ad space increased. What’s more, Motocross Enduro Magazine’s image as a unique and different magazine was accentuated and upgraded.