Parking in tight spots is a typical everyday struggle – especially for people who drive cars that don’t have a park assist system to help them cover their deficiencies. In order to showcase the benefits of Opel Park Assist, we asked ourselves: is there an artistic analogy that perfectly expresses how big a hassle parking without an assistance system can be? The answer is: yes, there is. Because if you look at the tyre tracks people leave on the road when they can’t get into a parking spot, it really looks like they have created a work of modern art – with their inability to park.
For the Opel Park Assist, we created a calendar with 12 different motifs that show 12 different works of art that regular people have “painted” on the road with the tyre marks of their cars. Each artwork had an imaginative title relating to the situation and the time of year. After the title, the name of the “artist” and the location was mentioned – just as you would expect from a regular art piece. The locations and situations also matched the months and seasons, so that the customer could enjoy the creations at each time of the year.
100 calendars were distributed to a selected group of clients.