Client: Siemens Healthineers, Erlangen, Germany
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.
参与人士
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Client:Adam Opel AG, Rüsselsheim
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Vice President/Chief Marketing Officer:Tina Müller
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Director Marketing Opel Germany:Andreas Marx
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Head of Brand Communications/Sponsoring:Michael Theis
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Design:Scholz & Friends
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Creative Direction:Niels Alzen, Markus Daubenbüchel
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Art Direction:Pia Gerhard, Alireza Javaherrashidi, Frauke Müller, Florian Schaar, Marcel Tobien, Sarah Vollmer
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Copywriting:Elias Götze, Felix Hoge, Yun-Jung Hwang, Desiree Leiprecht
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Illustration:Noma Bar, Niels Kasiske
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Account Management:Meike Bösche, Ina Croissier, Mehmet Deriner, Dominik Exposito, Tim Schmitz, Dr Percy Smend, Joachim Stürken
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Art Buying:Kerstin Mende