Shadow poster :: VW

A few days ago, I discovered this site, or better so... somebody discovered it for me and believe me, I spent these few days checking it out doing nothing else (u know...). I found tons of spectacular, uber-creative, revolutionary, amazing ads (I limited myself looking only on their print gallery), and found this up here too... I thought this is incredible. Incredibly simple actually, but so smart and god... just fantastic!

Ok, so the ad is for Volkswagen's Eos convertible model and it's.. conveeeertible! So: air, wind, sky, SUN! Sun, yes! So how do we relate our convertible to the Sun? A: Do a shadow poster.. (dull intonation) OMG it actually seems that this technique has never been used before! Can you believe it? I can't.. but 've been unsuccessful with googling on this so far, so holler if you got smth...

As you can probably see from the pictures, they placed a big tough poster on the edge of a wall (or smth) but the poster isn't built to be looked at, its SHADOW is! So it has cut out letters and logo , completely cut out, so the sun rays could travel thru them and 'draw' words on the ground, beside the wall. The poster itself looks totally awkward because of its position and because you can't read what it says (the correct side with the message is facing the sun).

But what a great idea, to get people's attention that the sun is up and well :D, all shining, and to build an unconventional "invitation" for test driving the new convertible, which is also built for sunny weather!

To add that this campaign was held in Germany (from what I've found) and the message on it is in German, ya! Oh yeah, this is a very crazy form of unconventional marketing, it's evidently not a common outdoor ad poster. By the way, if anybody (anybooodyyy??!...) wants to talk/be told about this matter, I'm always up for it :D

So, here's their official copy for the mighty ad:

"VW Eos Shadow Poster
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Challenge
Increase the number of test drives of the new Eos convertible. Target group: Men and women between 25 and 59 years of age, better educated and better off.
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Strategy
Who is more qualified for advertising a convertible than the sun itself? Therefore we got the sun to invite people for a test drive by shining through the world's first shadow poster.
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Results
Everywhere we put it up, the shadow poster not only caused a stir but also increased the number of test drives by more than 12%. Thus the 2000 Euro poster caused a positive PR in the value of about 200.000 Euros."

The car is awesome looking, too...Ahhh... Very cute and compact....














And some credits:
BTW: Sorry for such an 'amateur' point of view, but I just can't help it, I've become really passionate about this ad now. Time will tell if I can come up with a more professional analytical explanation for this ;)
Now, the credits:
Advertising Agency: DDB Dusseldorf, Germany
Chief Creative Officer: Amir Kassaei
Executive Creative Director: Eric Schoeffler
Creative Directors: Heiko Freyland, Raphael Milczarek
Copywriters: Felix Lemcke, Jan Propach
Art Directors: Fabian Kirner, Michael Kittel