大众汽车的自然光投影广告

平常所见到的投影广告都是用投影仪做成的，而且只能在晚上或比较黑暗的地方才能有效。这次的广告却利用太阳造成的阴影，在大白天就能够看到镂空的黑白文字和图像，这种广告展示还会跟着阳光的变化而变化，很有趣味性。据说这种广告是为了推销敞篷车而制作，其推动作用的价值达到了20万欧元之多。

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.

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.

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 200000 Euros.

Agency: DDB Düsseldorf, 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