To unite the entire range of Opel’s commercial vehicles into one sin-gle campaign, a comprehensive system was developed. The idea is to address the target groups with their own everyday work tools while additionally introducing the vehicle. The look of the final “work tool” was created by combining the vehicles with the various work tools of the core target groups. Work tool and commercial vehicle form a unit without alienating the actual product, the vehicle, itself.
Adam Opel AG, Rüsselsheim head of advertising Tamas Bator, Andrea Pfannmöller