THE TIGER UNTANKED! by GELEE ROYALE MEDIEN for Evonik Industires

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THE TIGER UNTANKED!

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency GELEE ROYALE MEDIEN
Creative Director Claudia Bach
Art Director Jan Breinbauer
Copywriter Kai Winn
Photographer Frank Peters
Account Supervisor Torsten Ziegler
Released October 2009

Credits & Description

Category: Ambient: Transit
Advertiser: EVONIK INDUSTRIES
Product/Service: SEPARION
Agency: GELEE ROYALE MEDIEN
Executive Creative Director: Kai Winn
Creative Director: Claudia Bach
Copywriter: Kai Winn
Art Director: Jan Breinbauer
Account Supervisor: Torsten Ziegler
Photographer: Frank Peters
Other Credits: Lion Trainer: Alexander Lacey; Producer Videoshooting: Ray Böge
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: GELEE ROYALE MEDIEN, Hamburg , GERMANY

Description of Ambient execution
Dear experts in advertising! You know best where the tiger has lived for decades. Yes, in a tank. What a shame! So we liberated it! How? Here’s the full story. Evonik’s revolutionary battery component makes electric cars so powerful and safe that they will soon be suitable for daily use. This eco-friendly innovation is the death blow for engines powered by fuel, or by the tiger in the tank. So the proud animal will be free! To celebrate that we conceived a highly mobile on-spot spectacle. Its implementation, a lifelike 3D projection of a tiger built into a van, enabled us to get the closest possible contact with the target group, the broad public. After having planned our route carefully, we headed for the most frequented places and hot-spots of 35 German cities. From the North Sea to the Alps these were touristic sights, main roads, city centres, christmas markets, pedestrian precincts etc. Doing so, we had two modes of operation: a) suddenly switching on the action amidst the traffic guerilla-style, or b) parking the car and show the tiger-projection to the passersby for minutes or hours. No matter how and where we showed our stop-and-stare holografy to the public, we invariably saw children laughing, jaws dropping, cameras shooting and people rejoicing, while still getting the message that Evonik provides the solutions for the future of e-mobility.

English Translation of Main Headlines
The German printing on the van seen in the film reads: „Wer befreit jetzt eigentlich den Tiger aus dem Tank? Wir machen so was.“ In English this is: „Who liberates the tinger from the tank now? We do stuff like that.“ The URL on the sides of the van reads: www.antrieb-von-morgen.de. In English this means: www.drivetrain-of-tomorrow.de or also, in a more abstract way, www.stimulus-of-tomorrow.de.