Electric minimalism
Proving once and for all, that less is more.
Polestar makes fully-electric cars with minimalistic design. A premium brand aimed at a design-driven and exclusive target group with acquired taste. So how could we reach them and make them interested in Polestar? Strategically, we wanted to reach a very specific audience rather than reaching everyone.
To tell the market about Polestar's all-electric ambitions, while showing their minimalist design philosophy, we turned 400 out-of-home columns into batteries. Polestar's symbol formed the plus sign and a long dash formed the minus sign. A stripped-down campaign that showcased the brands two most important values; electricity and minimalism.
Campaign summary
Polestar has a minimalistic design philosophy that runs through everything they do. By turning 400 out-of-homes into electric batteries, we intrigued their design-conscious and selective audience.
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