The 911 is a car born out of competition and the strive to be the very best bleeding edge future everything. So it make total sense that when Porsche make a print ad for 911, they make a hologram ad. "Help me, Obi-Wan Kenobi, my car is not as cool as this...." it seems to say, as it shows you a Porsche 911 from every angle, floating in air. The four page print ad will run in 50,000 copies of the April issue of Fast Company, and if you're an ad geek be sure to pick this up as it's actually a first *. It includes a small acetate prism and directions for assembly. When placed over a tablet, the prism brings a video from 911hologram.com featuring 3D footage to life.
Cramer-Krasselt launched a holographic print campaign for the new Porsche 911, which it is calling “the world’s first interactive hologram print ad”, and for once I can't think of another example of this prior so it probably is. Cramer-Krasselt says that the idea behind the campaign is to leave the audience with feelings of intrigue and curiosity, to move away from traditional video images. Reading between the lines they mean moving the targets "back into the show room". They'll have an equally interesting follow up in the May issue of Inc magazine, and all LED powered ad providing details about the new Porche 911’s technological features.
* Dare I say this? I've never seen a hologram of this type in print before, but I am well aware of the lenticular magazine covers for National Geographic and the Rolling Stone.
Ad agency: Cramer-Krasselt