OSW focuses on the employees for Abt Automobile
Even a car dealer employs real people who lead real lives. In its current image campaign for Abt Automobile, the Basel-based agency OSW is for once focusing not on the product but on the employees.
A family needs room to grow, an environmentally conscious single wants to drive on electricity, a young couple is looking for urban mobility, a group of friends is reminiscing. As different as the life situations are, so different is the suitable car model. Based on a questionnaire, OSW created a campaign from this idea that shows employees of Abt Automobile with their matching cars, thus addressing the people behind the purchase.
The subjects are broadcast both digitally and analogously, and in some cases closely programmed geographically. All employees were photographed together with the matching Mini or BMW car model at locations in Abt Automobile's catchment area.
Responsible at Abt Automobile: Debora Cordeiro. Responsible at OSW: Michael Oswald (Creative Direction), Corinne Engler (Consulting), Jonas Sispele (Concept/Text), Christian Imfeld (DTP). Photography: Gregor Brändli.
