Opel Design & Branding GOOD TOOLS. GOOD WORK. GOOD WEEK. by Futurebrand

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GOOD TOOLS. GOOD WORK. GOOD WEEK.

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Industry Repair parts
Media Design & Branding
Market Germany
Agency Futurebrand
Creative Director Jonathan Sven Amelung Amelung Design Gmbh
Photographer Christian Stoll
Released December 2010

Credits & Description

Category: Calendars
Advertiser: OPEL
Product/Service: COMMERCIAL VEHICLES
Agency: FUTUREBRAND GERMANY
Date of First Appearance: Dec 10 2010
Entrant Company: FUTUREBRAND GERMANY, Hamburg, GERMANY
Chief Executive Officer: Günter Sendlmeier (FutureBrand Hamburg)
Creative Director: Jonathan Sven Amelung (FutureBrand Hamburg)
Senior Account Manager: Julia Kiolbassa (FutureBrand Hamburg)
Photographer: Christian Stoll (Dusseldorf)
Postproduction/Digital Artist: Ralph Hillert (Mainworks Frankfurt)
Media placement: Calendar - Additional Start Up Campaign Material - 10 December 2010 - 31.12.2011

Describe the brief from the client
Strengthen Opel’s positioning in the segment of the commercial vehicles. Create a modern and eye-catching campaign.

Describe the challenges and key objectives

The challenge is to develop a campaign that can serve all commercial vehicles from Opel. The campaign needs to be not only a strong statement of Opel’s competence in the commercial vehicle arena, but also a toolkit type approach in which an overall idea and layout mechanic can be used interchangeably for various single and range shots.

Describe how you arrived at the final design
The idea is to approach the target group of the Opel commercial vehicles with their own everyday working tools. Because of the wide variety of working tools diverse target groups in the sector "commercial vehicles" are approached in a personal and emotional way. Due to the emotional value attention for the product "Opel LCV" is generated. This idea provides a flexible adaption of the complete commercial vehicle range. According to demands and inquiries of the international markets the motives can be adapted in different ways.

Give some indication of how successful the outcome was in the market
The calendar was produced additionally to the commercial vehicle campaign.

The calendar shows all seven different vehicle ranges and twelve different motifs in only one communication medium due to the combination with several tools.
The idea is simple, but effective and works in diverse countries, like Austria, Belgium, Italy, France, etc.
The costs in general are low, but can draw attention everywhere.
The headline of the campaign “Good tools. Good work. Good week” - in the figurative sense - is “extended” to “Good month. Good year”.