Digital Campaign

Umparken im Kopf

What people think determines the way they see the world. Things people have prejudices about they often don’t see at all. In February 2014, this understanding led Opel to a national cross-media brand campaign, aimed at proving wrong all kinds of prejudices, preconceptions and popular misapprehensions around the car brand. This is supposed to ultimately lead to a 180-degree shift in society’s opinion: a “U-Turn in your head”. Initially, Opel, as the originator of the campaign, remained anonymous. The campaign caused a stir as Germany marvelled, debated and puzzled – prior to the surprising disclosure.

Red Dot

Credits

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:

Pia Gerhard, Alireza Javaherrashidi, Frauke Müller, Florian Schaar, Marcel Tobien, Sarah Vollmer
Copywriting:

Elias Götze, Felix Hoge, Yun-Jung Hwang, Desiree Leiprecht
Illustration:

Noma Bar, Niels Kasiske
Account Management:

Meike Bösche, Ina Croissier, Mehmet Deriner, Dominik Exposito, Tim Schmitz, Dr Percy Smend, Joachim Stürken
Art Buying:

Kerstin Mende