DDB NY's new Hertz posters
They look like they might have been inspired by the work of Edward McKnight Kauffer. Illustrator Chris Gray and DDB New York executive creative director Menno Kluin tell us about the agency's new campaign for Hertz…
"We originally briefed Studio AKA in London for a couple of animated TV spots," explains DDB's Menno Kluin, executive creative director on the project. "We didn't specifically brief AKA for the style," he continues, "we just knew we wanted something simple and distinctive. Once AKA sent over the first couple of mood drawings we fell in love with this direction. Then, when we started the posters with Chris [Gray] he pushed the idea to the next level, adding even more abstraction."
A series of 15 second spots (including this one, above) are currently running in the US as a national campaign, each highlighting a different benefit of Hertz' service. To see them, visit youtube.com/user/hertzcarrental.
"The job wasn't as prescriptive as the agency naming one artist as a stylistic reference, although that does happen a lot," Gray tells us of the campaign. "The posters were designed to be sympathetic to the new TV spots produced by Studio AKA and which I co-directed with Grant Orchard," he continues.
"Each poster was titled and a sketched by DDB who worked on all the typography in the campaign," explains Gray. "These sketches were taken and expanded on to make a simple graphic treatment and we were allowed to design the posters as we saw fit.
"There wasn't a direct reference to one artist in particular," he adds, "although any suggestion that the work is reminiscent of that of Edward McKnight Kauffer is a huge compliment. Certainly 50s travel posters were used as a reference and the Bauhaus has always inspired my work in some form or another."
Advertising agency: DBB New York
Chief creative officer: Matt Eastwood
Executive creative director: Menno Kluin
Creative director / art director: Sonya Grewal
Creative director / copywriter: Pat Carella
Art director: John-John Skoog
Copywriter: Nicholas Partyka
Designer / Typographer: Juan Carlos Pagan
Art Buyer: Jane Piampiano
Production company: Studio AKA / Blacklist
Designer/ilustrator: Christopher Gray, Studio AKA
Graphic artists: Steve Small, Gemma Mortlock and David Prosser, Studio AKA
See more of Gray's work at weshallsee.co.uk
CR in Print
Thanks for visiting the CR website, but if you are not also reading CR in print you're missing out. Our April issue has a cover by Neville Brody and a fantastic ten-page feature on Fuse, Brody's publication that did so much to foster typographic experimentation in the 90s and beyond. We also have features on charity advertising and new Pentagram partner Marina Willer. Rick Poynor reviews the Electric Information Age and Adrian Shaughnessy meets the CEO of controversial crowdsourcing site 99designs. All this plus the most beautiful train tickets you ever saw and a wonderful behind-the-scenes look at Thunderbirds in our Monograph supplement
The best way to make sure you receive CR in print every month is to subscribe – you will also save money and receive our award-winning Monograph booklet every month. You can do so here.
Very daring direction. Someone might look at this and think it was actually made in the 50s and not meant for them.
However, with society's obvious obsession for yester-year, this is a welcomed step. Why not take the idea of Mad Men - contemporary content in an out-dated disguise - and bring it to advertising? (no pun intended with the advertising bit)
Beautifully done. Stunning colors.
I really like the videos but actually not so keen on the posters - the videos hint at the 50's style but still remain pretty modern, whereas the posters mimic the style entirely, without, as far as I can see, any real reason as to why.
Advertising agency: DBB New York
Disagree with Mark. The posters are fantastic stylistically and engaging -- a slightly similar campaign to Amtrak's. The video that's included above is mediocre (and that little character at the end of the clip is just pointless -- what is it exactly??) -- the other videos on their YouTube page are better, but the posters are just very well done -- quite beautiful.
I'm with Mark on this - the style does not connect in any way to the actual brand orany kind of customer experience. Typical agency-driven piece of work with awards in mind rather than benefit to client. Nice and 'designy' tho...
|What a soldier carries (5)|
|What a failed pitch looks like (2)|
|D&AD releases 2014 Annual cover (9)|
|Is that your reversed-stress face? (2)|
|New Dulux ad imagines a world without colour (15)|
|The House of Vans opens in London's Old Vic Tunnels|
|How a Brazilian street artist and a Leeds design studio created Coke's World Cup identity|
|Designing for The Grand Budapest Hotel|
|Fresh Faced + Wild Eyed 2014|