Cramer-Krasselt launched a new print campaign for the new Porsche 911 that literally leaps off the page.
The agency created what Porsche claims is “the world’s first interactive hologram print ad,” although Adweek notes Kit Kat Japan’s “Kit Mail” campaign earlier this year, which included what The Drum referred to as “an analogue version of a hologram.” So how does it work, exactly? The four-page print ad, which is running in around 50,000 copies of the April issue of Fast Company, targeting wealthy subscribers, includes a small acetate prism and directions for assembly. When placed over a tablet, the prism brings a video from 911hologram.com featuring 3D footage to life. Check out the case study video above to see it in action.
“At the core of the brand is fascination. That’s what every Porsche created was designed to inspire,” Cramer-Krasselt chief creative officer Marshall Ross told Adweek. “This [hologram ad] was designed to create the same thing. We want the audience to leave with a feeling of intrigue and curiosity.”
“Traditional video images won’t work to create the hologram effect in the prism projection,” Ross explained. “So there was an incredible amount of trial and error involved in just producing the video. We maximized the size of the prism within the constraints of the publication’s page size and affixed it to the insert so it was secure yet easily removable without tearing.”
A follow-up LED-powered ad is expected in the May issue of Inc. magazine, providing details about the new Porche 911’s technological features.
“There’ll be four touch buttons on the page,” Ross said. “And each will illuminate a transparency, allowing the reader to see below the metal [of the car] to the new advancements.”
Client: Porsche
Product: 911
Project: Hologram print and video
Agency: Cramer-Krasselt, Chicago
Chief Creative Officer: Marshall Ross
Group Creative Directors: Ned Brown, Bill Dow
Creative Director: Rick Standley
Senior Art Director: Brian Steinseifer
Art Director: John McKenzie
Copywriter: John Doessel
Executive Producer: Scott McBurnie
Print Production: Sharon Potter, Rene Camadeca
Group Account Director: Chris Hanley
Strategic Planning: Sarah Stahurski, Cara MacLean
Account Management: Julie Richardson, Christina Clark
Production House: Bent Image Lab
Executive Producer: Derrick Huang
Producer: Paul Diener
Director: Chase Massingill
Sound Designer: Drew Skinner
3-D Lead: Mike Senften
Design, Animation: Toros Kose
Compositing, Animation: Jeff Billon
Additional 3-D, Animation: Krysztof Pianko
Printer: Printing Arts