Press release from Studio AKA:
Blacklist [1] and Studio AKA [2] have completed the first spot in a new TV & print campaign for Hertz that focuses on the tagline Traveling at the Speed of Hertz - a brand centred awareness push highlighting Hertz’s focus on streamlining the airport connection distance between customers and the cars they choose.
Revolutionizing the category with new and improved service features, Hertz reaffirms its commitment to continuously move in the direction of innovation and offer a faster more personalized rental experience. To differentiate from others in the category, the new Traveling at the Speed of Hertz campaign communicates the brand’s strengths of innovation, speed and service.
“We are so thrilled to partner with Studio AKA on this campaign,” says Adina Sales, Managing Director, Blacklist. “We have been keen to bring AKA's amazing talents to the US Market, and have been actively seeking the right collaborative opportunity for them. The Hertz campaign, via DDB NY, was the perfect fit. AKA raises the bar on smart thinking, clever design and great storytelling. The stars aligned for this project and the result is smart, fresh work."
The 15 second “Carfimation” spot kicks off the campaign and features a passenger switching on his phone as his plane parks up at the gate - to be greeted by a text message from 'his' car. The message is somewhat more personal than expected and our blushing businessman gets quite hot under the collar in anticipation...
Working with Blacklist to come up with some designs for the new campaign, Studio AKA looked to sought after Designer Christopher Gray to come up with what had to be a strikingly minimal yet still engaging look to carry across the campaign. Gray’s designs hit the spot with Hertz and AKA teamed him up with recent Oscar Nominated director Grant Orchard to collaborate on the campaign. In addition to the stand alone mnemonic which starts each spot, AKA were tasked with tweaking the existing Hertz mascot Horatio to fit the more angular stylings of the end campaign - and with the reassuring VO courtesy of Owen Wilson - the spots were kept deliberately sparse, with effort made to hold back on excessive details. The 2D character & set elements animation were created by hand in Flash with the 3D vehicles were built & composited in XSI and After Effects. The Series rolls out over the next few months and the result is a beautifully restrained campaign befitting of Studio AKA.
Links:
[1] http://blacklist.tv/
[2] http://www.studioaka.co.uk