CLIENT
Waaijenberg
CHALLENGE
To create an advertising campaign that can generate interest for Canta by showing off the benefits that it can offer its drivers within the Netherlands. Canta only sells a limited number of cars each year, and are expanding their production. Together our goal was to generate interest in the benefits that Canta has to offer.
SERVICES
Art Direction + Social Media Assets + Print Design + Photo Retouching
OUTCOME
We developed a practical parking spot that real Canta drivers can use to park their "mobility-aid" in front of key locations such as the grocery store or the pharmacy. In addition to the parking spaces, we generated content both print and digital by photographing the different locations
Parking in our customers minds
Waaijenberg is a Dutch company that specializes in helping people with disabilities in their daily lives. One of their specialties is the Canta microcar. What makes this vehicle unique, other than its size, is: drivers are not required to have a driver's license, they can drive on dedicated bike lanes, and can park on sidewalks. The Canta is classified as a "mobile-aid" in the Netherlands which is what makes it unique. With a limited run of vehicles, we want to reach the people who can use the Canta most.
Print where they are, not where you want them to be.
The print campaign works both in combination with and independently from the installations. The idea being the parking ads can become a beacon for the parking spots, and even have current Canta drivers use them to lock the car. Separately, they will be targeted around transit areas where potential Canta drivers currently meet their transportation needs.
Follow through with digital
The campaign starts in the real world, but the end focus is online. After using the posters to create content, We use the in-situation photos, and reformat the posters to bring them into digital format.
