Opel Design & Branding 150 YEARS OPEL by Scholz & Friends Berlin

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Industry Cars
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Niels Alzen
Creative Director Willy Kaussen, Oliver Grandt
Art Director Christian Reimer, Anna Verena Heidekrueger
Copywriter Valentin Burkhardt
Released September 2011

Credits & Description

Category: Calendars
Advertiser: ADAM OPEL
Product/Service: ADAM OPEL
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Niels Alzen (Scholz & Friends)
Creative Director: Willy Kaussen (Scholz & Friends)
Creative Director: Oliver Grandt (Scholz & Friends)
Art Director: Anna Verena Heidekrueger (Scholz & Friends)
Art Director: Christian Reimer (Scholz & Friends)
Copywriter: Valentin Burkhardt (Scholz & Friends)
Graphics: Christoph Huebner (Scholz & Friends)
Postproduction: Metagate Gmbh
Account Manager: Bianca Schnitzer (Scholz & Friends)
Account Manager: Sven Horrer (Scholz & Friends)
Art Buyer: Kerstin Mende (Scholz & Friends)
Agency Producer: Guido Duerke (Scholz & Friends)
Media placement: Calendar - Special Opel Dealers And Loyal Customers - christmas 2011

Describe the brief from the client
As Opel were celebrating 150 years, we decided to develop a piece of work as a symbol of ongoing innovations. We wanted to show the client that we were aware and appreciated the history of the brand and where they had come from.

Describe the challenges and key objectives
The biggest challenge was to create something with relevance to Opels history, from where they had started to what they have reached today, in terms of quality and loyalty from customers. Key objectives were to show their beginnings with a sewing machine, through to the cars which they produce today. Part of this was to integrate a connection.

Describe how you arrived at the final design
We came up with the idea to tie all the brands history together with a 'red thread’, through putting together a calender portraying the brand's biggest and most innovative milestones over the decades. To make it even more symbolic we decided that a thread used from a sewing machine, from which it all began, to 'keep' the calender together was the perfect function to use. So to make it even more impressive and high-quality we decided to take it a step further and have part of the calender and the 'milestones' sewn. This way the customer can not only enjoy the impressive quality of the visuals, 365 days of the year.

Give some indication of how successful the outcome was in the market
As it wasn’t placed in the market but delivered to certain customers and friends, the reactions were extremely positive. They were genuinely impressed with what could be produced.