Conversations can take place at any time, anywhere. It can exist between two close friends or the most unlikely individuals possible. It is a process in which information is shared or exchanged. It is not limited to the verbal word. In this context, a simple design can serve as a conversation of epic proportions. Something as simple as an advertisement, or as grand scale as a giant billboard has the ability to convey information in the space of seconds. As you drive down the boulevard, the time allotted to viewing a billboard is often reduced to the span of mere seconds, resulting in short, to the point designs that are either highly effective, or not.
In 2009, I came across an advertising battle between the luxury brand car names Audi and BMW, that to this day has served as an inspiration to good design. Located on the corner of Santa Monica Blvd and Beverly Glen Blvd, Audi directly challenged BMW with an advertisement for the new Audi A4. This ad featured a black model of the A4, with the accompanying text, "Your move, BMW". BMW immediately responded to this virtual chess match by featuring its own billboard, a classic white model of the BMW, with the singular phrase "Checkmate". The campaign for this advertisement was positioned within the same sight line of those driving along the boulevard, making the communication between both pieces highly engaging, and extremely effective. Few words were exchanged, but the message conveyed to the audience in this specific circumstance, that BMW was the leading luxury car is unmistakable.
The conversation of this particular design is one of the many examples of how effective design can be. It can be seemingly simple, but communicate much more information than most will come to expect. Whether it is a simple grouping of text, or a singular image juxtaposed with another, design is a language that can be understood by many and it is everywhere.
Great example, Jenny. Don't neglect the formal elements at work here: BMW reversed the Audi black-on-white color scheme to indicate a dramatic reversal in thinking, dominating with its white-on-black design. What I find especially wonderful is the ability of the BMQW ad to subvert what came before it to its own cause. The limited catchphrase (punchline?) "Checkmate" reinforces the false concept that all decisions are black-or-white, while depending on the Audi ad's challenge ("your move, BMW") for broader context. Sweet, as advertising wars go, but I prefer Yoko Ono's chessboard! Thank you for your well-chosen example and successful post. !Hf
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