SAAB Advertising

“Saab vs.” Advertising campaign

“Saab vs.” Advertising campaign launched in 1999. Was one of the more interesting promotional campaign from the automotive industry, one successful, all in the spirit of the unusual SAAB brand.

The campaign worked Martin Agency and its creative director Kerry Feuerman said that for a year and a half doing research on brands before they started working on commercials.

It was the first global campaign of the company, and the first that has enabled the promotion of different models and their opportunities in different markets, but has done so everywhere was thematically consistent and coherent.

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On this occasion, a creative agency hired a number of artists for the campaign. One of these artists was world famous photographer Michael Kenna. The photos taken by this artist for campaign purposes are simply unreal, unique, brilliantly composed and send a clear message.

Michale Kenna, the titan of landscape photograph, keeps attracting people with his unique prints wich reminds of Japanese ink printing.

While Kenna shoots his commercial work with digital cameras, he has become renowned for the fact he shoots all his personal work on medium format Hasselblad 500CM film cameras. Digital photography is a fantastic and accessible format but it can sometimes mean we lose some crucial factors that are part of film’s charm, most notably the slowness, unpredictability and the complications that arise when using an analogue format.

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In this series of advertising photos for Saab’s promotional campaign, he shot pictures taken out his encounters with Saab brand in his own and unique way. The photos emphasize his aesthetic, which is backed up by his brilliant sense an spirit.

As part of this campaign created a number of creative for TV, print, outdoor and Web ads that used “Saab vs.” Theme. Below, see the interesting print of creativity and Kenna’s photography:

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Really remarkable works, is commercial clients include Saab, British Airways, Range Rover, Volvo, Maserati, and Rolls Royce. Kenna has won several awards including Imogen Cunningham Award (1981), Golden Saffron Award (1996), Chevalier of the Order of Arts and Letters, Ministry of Culture, France (2000), and an Honorary Master of Arts from Brooks Institute (2003).

Goran Aničić
the authorGoran Aničić
For over 10 years, Goran Aničić has been passionately focused on Saab automobiles and everything related to them. His initial encounter with Saab cars took place back in 2003 when the first Saab 9-3 and sedan version were introduced. At that moment, he was captivated by the car's Scandinavian design logic and top-notch engineering, and everything that followed stemmed from that first encounter. Later on, through his work at the editorial team of the Serbian automotive magazines "Autostart" and later "AutoBild," he had the opportunity to engage more closely with Saab vehicles. In 2008, he tested the latest Saab cars of that time, such as the Saab 9-3 TTiD Aero and Saab 9-3 Turbo X. In 2010, as the sole blogger from the region, he participated in the Saab 9-5ng presentation in Trollhättan, Sweden. Alongside journalists from around the world, he got a firsthand experience of the pinnacle of technological offerings from Saab at that time. Currently, Goran owns two Saabs: a 2008 Saab 9-3 Vector Sportcombi with a manual transmission, and a Saab 9-3 Aero Griffin Sport Sedan from the last generation, which rolled off the production line in Trollhättan in December 2011.

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