Rather than umming and ahhing whether print is dead, luxury car brand Porsche has brought print and digital together to create a hologram ad in the latest Fast Company print magazine.
The actual print ad provides the reader with a small piece of plastic to bend into shape over an iPad.
The hologram is then penetrated through the iPad into the plastic. It has a very Star-Wars-vibe about it.
Check it out below.
Per US publication AdWeek, Porsche collaborated with ad agency Cramer-Krasselt, with the car company running the ad across 50,000 copies of Fast Company’s April issue.
“At the core of the brand is fascination. That’s what every Porsche created was designed to inspire,” Marshall Ross, chief creative officer at Cramer-Krasselt, 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
“We try to build share-value somewhere into every campaign. Porsche is outspent by pretty much all its competition. So work that gets shared—by fans, by loyalists and, yes, by the media—is invaluable to us, and an important measure of our success.”
Credits (via AdWeek):
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