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Blacklist partners with Studio AKA for Hertz campaign via DDB, New York.

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Focuses on the tagline Traveling at the Speed of Hertz.

Blacklist partners with Studio AKA for Hertz campaign via DDB, New York.

 

 
 
Blacklist and Studio AKA have completed a new TV & print campaign for Hertz that focuses on the tagline Traveling at the Speed of Hertz. 
 
Revolutionizing the category with new and improved service features, Hertz reaffirms its commitment to continuously move in the direction of innovation and offer a faster more personalized rental experience. To differentiate from others in the category, they must communicate our strengths of innovation, reputation, speed and service.
 
“We are so thrilled to partner with Studio AKA on this campaign,” says Adina Sales, Managing Director, Blacklist. “We have been keen to bring AKA's amazing talents to the US Market, and have been actively seeking the right collaborative opportunity for them. The Hertz campaign, via DDB NY, was the perfect fit. AKA raises the bar on smart thinking, clever design and great storytelling. The stars aligned for this project and the result is smart, fresh work." 
 
Working with Blacklist to come up with some designs for the new campaign, Studio AKA looked to sought after Designer Christopher Gray to come up with what had to be a strikingly minimal yet still engaging look to carry across the campaign. Gray’s designs hit the spot with Hertz and AKA teamed him up with recent Oscar Nominated director Grant Orchard to collaborate on the campaign. In addition to the stand alone mnemonic which starts each spot, AKA were tasked with tweaking the existing Hertz mascot Horatio to fit the more angular stylings of the end campaign - and with the reassuring VO courtesy of Owen Wilson - the spots were kept deliberately sparse, with effort made to hold back on excessive details. The 2D character & set elements animation were created by hand in Flash with the 3D vehicles were built & composited in XSI and After Effects. The Series rolls out over the next few months and the result is a beautifully restrained campaign befitting of Studio AKA. 
 
The graphic style of this campaign marks a departure from past campaigns, namely Hertz’s most recent campaign featuring the personas of the Gas and the Brake.  Alternatively, this campaign is animated and takes a single-minded approach to each of the services. The highly stylized, contemporary looking animation seeks to reflect the sophistication of the premium and technologically-advanced services being showcased in an effort to resonate with business as well as leisure travelers. 
 
 
CREDITS – TV SPOTS
 
Client: Hertz 
Campaign Title: Traveling at the speed of Hertz
TV Spot Titles: “Carfimation”, “Zap Technology: Departure”, “Zap technology: Arrival”, "Auto Bliss", "Choose Control"
 
Advertising Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Group Creative Directors: Pat Carella, Sonya Grewal
Director of Broadcast Production: Ed Zazzera
Group Account Director: Catherine East
Management Supervisor: Kim Rosenberg
Account Executive: Tegan Smith
Assistant Account Executive: Nick Pellicano
Business Manager: Lynda Blaney-Smith
 
Production Company: Studio AKA / Blacklist 
Designer: Christopher Gray
Directors "Carfimation”, “Zap Technology: Departure", “Zap Technology: Arrival”, "Auto Bliss": Christopher Gray & Grant Orchard 
Directors "Choose Control": Christopher Gray & Steve Small
Studio AKA Producer: Sharon Titmarsh
Blacklist Executive Producer: Adina Sales
Blacklist Producer: Patrick Gantert
Animation: Phillip Warner, Steve Small, Phillip Warner, 
CGI Builds & Pre Vis: Vincent Husset
Compositor: Will Eagar
Editor: Nic Gill
 
Music and Sound Design: Q Department
 
 
 
CREDITS PRINT CAMPAIGN
Download the print campaign http://www.interdubs.com/r/psyop/?al=X0X6TP
 
Client: Hertz 
Campaign Title: Traveling at the speed of Hertz
 
Agency: DDB, 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
Illustrator: Chris Gray
Art Buyer: Jane Piampiano
 
Production Company: Studio AKA / Blacklist 
Designer/Illustrator: Christopher Gray, Studio AKA
Graphic Artists: Steve Small, Gemma Mortlock and David Prosser, Studio AKA
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Genres: Animation

Categories: Services, Automotive

lbbonline.com, Tue, 10 Apr 2012 16:18:40 GMT