Our target audience loves to discover the world while driving. They would never want to overlook any sights worth seeing. At the same time, they often wouldn’t bother looking twice at ordinary things like traffic bollards or trash cans, even though these could damage their cars while backing up. We noticed that some traffic bollards and trash cans actually look similar to some of the world’s most famous tourist attractions – and that they are also similar in another way: If you don’t see them, they might ruin your holidays. Or at least your car. That’s why in our poster campaign we made ordinary traffic hazards into sights worth seeing through the optional rear view camera – adding to the beloved traveller’s DNA of the California. Because now California owners can discover the world even backwards.

Our first ever campervan posters without a campervan in it. Instead in our campaign two kinds of traffic bollards and a trash can represent three famous sights as seen through the rear view camera of the latest California model: the Eiffel Tower, the Colosseum and the Leaning Tower of Pisa. We carefully modelled these objects into authentic backgrounds that we shot in different locations all around the world. Because our campaign starts off the summer holidays in Europe and the California is often used for road trips during this time, it was important that our motives reminded viewers of typical holiday destinations to drive to in the summer. To reach this goal, we had to give them the perfect level of detail and also make them seem larger than life, which we did by taking the rear view camera’s perspective and looking up to to our objects.

Because our poster campaign kicks off the summer holiday season in the dealership network, it is just starting now, reminding our target audience to not only buy a California for their planned summer road trip but also consider adding the optional rear view camera as special equipment – after all, it is the only way to go sightseeing backwards and stay safe on the roads.