Red Dot Design Award
Advertising Illustration

Umparken im Kopf

Umparken im Kopf | Red Dot Design Award

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This campaign aimed at instigating a “mental U-turn” by thematising preconceptions and popular misapprehensions. Acknowledging that our mindset determines the way we see the world, it challenges age-old clichés. Illustrated to grab attention, the message was conveyed that the brand Opel is by no means as old-fashioned, boring and stuffy as may often be perceived. At the beginning, Opel, the originator of the campaign, remained anonymous, until it was finally disclosed with the question: “Is Opel still the way you think it is?”

Red Dot Design Award

  • Client:
    Adam Opel AG, Rüsselsheim
  • Vice President/Chief Marketing Officer:
    Tina Müller
  • Director Marketing Opel Germany:
    Andreas Marx
  • Head of Brand Communications/Sponsoring:
    Michael Theis
  • Design:
    Scholz & Friends
  • Creative Direction:
    Niels Alzen, Markus Daubenbüchel
  • Art Direction:
    Stan Gruel, Jan Lederer, Christian Zeller
  • Copywriting:
    Mirko Derpmann, Martin Gillan, Rafael Lopes, Leander Schmalfuß
  • Illustration:
    Noma Bar
  • Account Management:
    Meike Bösche, Anneke Meyer, Lisa Mötzing, Tim Schmitz, Dr Percy Smend, Joachim Stürken
  • Art Buying:
    Kerstin Mende
Umparken im Kopf | Red Dot Design Award
Umparken im Kopf | Red Dot Design Award
Umparken im Kopf | Red Dot Design Award