Opel: SHADOWS

Credits & Description:

Advertiser: OPEL FRANCE
Agency: Y&R PARIS
Category: Best Use of Outdoor
Art Director: Eric Esculier (Y&R Paris)
Copywriter: Eric Esculier (Y&R Paris)
Retoucher: Adrien Benard
Planner: Jean-Philippe Degrandi (Y&R Paris)
Advertiser's Supervisor: Brice Ngouo (Opel France)
Illustrator: Patrick Gernigon
Creative Director: Robin de Lestrade (Y&R Paris)
Art Buyer: Claire Nicaise-Schindler (Y&R Paris)
Account Supervisor: Clement Chovin (Y&R Paris)
Advertiser's Supervisor: David Bucher (Opel France)
Account Supervisor: Muriel Mallet (Y&R Paris)
Account Supervisor: Christophe De Jandin (Y&R Paris)
Creative Director: Jorge Carreno (Y&R Paris)
Advertiser's Supervisor: Pierre Maesen (Opel France)

Effectiveness
The campaign enhanced Opel’s both innovative and technological image in France and more generally, the high-quality image associated with the German brand.

Execution
To promote the Xenon light technology, the posters were printed on light box advertisements.

Strategy
This product communication depicts how effective the new Opel adaptive forward lighting system is in the face of danger.This ad campaign targets well-off consumers.These ads ran in France.These prints highlight the efficiency of the new Opel car, thanks to a play of light and shade on shadows of animals, amplified by the lighting system. In other words, you are safe and your environment is too while driving an Opel car.