WHAT TREES DREAM ABOUT by Serviceplan Munich for Rolf Benz

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WHAT TREES DREAM ABOUT

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Industry Household maintenance & pet products, Home Furniture
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Creative Director Alexander Rehm
Art Director Julia Koch, Sophia Puck
Copywriter Frank Seiler
Account Supervisor Anna Arnert, Sandra Stern
Released January 2011

Credits & Description

Category: Posters
Advertiser: ROLF BENZ & CO.
Product/Service: FURNITURE
Agency: SERVICEPLAN
Date of First Appearance: Jan 29 2011
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Alexander Rehm
Copywriter: Frank Seiler
Art Director: Julia Koch, Sophia Puck
Account Supervisor: Anna Arnert, Sandra Stern
Graphic Design: Franz Röppischer
Media placement: Poster - Poster - 29.01.2011

Describe the brief from the client
To present three new pieces of furniture by Rolf Benz in a way that is as unusual as the furniture itself.

Describe the challenges and key objectives
Rolf Benz stands for high-quality designer furniture that is ‘Made in Germany’. Our target group has high standards when it comes to good design, and our solution should meet these standards, even in terms of our communication strategies.

Describe how you arrived at the final design
A piece of furniture by Rolf Benz has a story to tell. It has a clear design language that has been reduced to the bare essentials. For our advertisements, we created a design that functioned exactly according to this principle: we developed a story (trees in uncomfortable situations think about becoming a piece of Rolf Benz furniture), and told it using only the means absolutely necessary. Clear, simple and reduced to the bare essentials.

Give some indication of how successful the outcome was in the market
Once our campaign images were launched, we observed a significant increase in demand for the pieces of furniture depicted in the motifs. We also had requests for posters of our advertising images.