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Shadow Poster

Award: Wood Pencil

Wood Pencil / Poster Advertising / Pavement Posters / 2008

Volkswagen wanted to increase the number of test drives of their new Eos convertible over the summer. We hit this target through a new medium that, like a convertible, works best when the sun is shining: the world’s first shadow poster. What better way to advertise a convertible than by using the sun? People were invited for a test drive when the sun shone through the shadow poster. Every time the sunlight produced our message on the floor, people were reminded that it wasthe perfect day for a test drive. The shadow poster not only increased the number of test drives but also caused a stir.

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