{"id":4557,"date":"2020-03-09T18:32:55","date_gmt":"2020-03-09T18:32:55","guid":{"rendered":"https:\/\/bastianadam.com\/?post_type=portfolio&#038;p=4557"},"modified":"2023-01-24T16:34:25","modified_gmt":"2023-01-24T16:34:25","slug":"astra","status":"publish","type":"portfolio","link":"https:\/\/bastianadam.com\/en\/portfolio\/astra\/","title":{"rendered":"Astra"},"content":{"rendered":"<div data-midnight=\"dark-title\" class=\"row wpb_row row-fluid align-center\"><div class=\"wpb_column columns medium-12 large-9 medium-10 thb-dark-column small-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_video_widget wpb_content_element vc_clearfix   vc_video-aspect-ratio-169 vc_video-el-width-100 vc_video-align-center\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<div class=\"wpb_video_wrapper\"><div class=\"flex-video widescreen vimeo\"><iframe loading=\"lazy\" title=\"Astra &amp;ndash; Das ansprechende Plakat\" src=\"https:\/\/player.vimeo.com\/video\/395459120?dnt=1&amp;app_id=122963\" width=\"1170\" height=\"658\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe><\/div><\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2>Concept:<\/h2>\n<p>We equipped a City Light poster with a camera and state-of-the-art gender detection software. With the help of this technology, the poster was able to distinguish between women and men and even recognize the age of individual people. Depending on the age, gender, or number of people standing in front of the digital City-Light-Poster, one of the more than 70 messages we had developed together with actor Uke Bosse was played. The result was a completely new concept, which had never been seen before in the field of OOH advertising.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div data-midnight=\"dark-title\" class=\"row wpb_row row-fluid align-center row-o-full-height row-o-columns-middle row-flex\"><div class=\"wpb_column columns medium-12 large-9 medium-10 thb-dark-column small-12\"><div class=\"vc_column-inner   vc_custom_1583342030721\"><div class=\"wpb_wrapper\">\t\t\t\t\t<div id=\"thb-image-slider-99\" class=\"thb-image-slider slick thb-image-slider-style1   mfp-gallery light-arrow\" data-pagination=\"true\" data-navigation=\"true\" data-center=\"0\" data-columns=\"1\" data-infinite=\"false\" data-autoplay=\"\" data-autoplay-speed=\"4000\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2.jpg\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1923\" height=\"1085\" src=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2.jpg\" class=\"thb-ignore-lazyload attachment-full\" alt=\"\" title=\"Astra \u2013 Das ansprechende Plakat 2\" srcset=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2.jpg 1923w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-768x433.jpg 768w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-1536x867.jpg 1536w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-640x361.jpg 640w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-20x11.jpg 20w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-320x181.jpg 320w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-1280x722.jpg 1280w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-1920x1083.jpg 1920w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-2-600x339.jpg 600w\" sizes=\"(max-width: 1923px) 100vw, 1923px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3.jpg\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1923\" height=\"1085\" src=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3.jpg\" class=\"thb-ignore-lazyload attachment-full\" alt=\"\" title=\"Astra \u2013 Das ansprechende Plakat 3\" srcset=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3.jpg 1923w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-768x433.jpg 768w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-1536x867.jpg 1536w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-640x361.jpg 640w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-20x11.jpg 20w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-320x181.jpg 320w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-1280x722.jpg 1280w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-1920x1083.jpg 1920w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-3-600x339.jpg 600w\" sizes=\"(max-width: 1923px) 100vw, 1923px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1.jpg\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1923\" height=\"1085\" src=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1.jpg\" class=\"thb-ignore-lazyload attachment-full\" alt=\"\" title=\"Astra \u2013 Das ansprechende Plakat 1\" srcset=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1.jpg 1923w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-768x433.jpg 768w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-1536x867.jpg 1536w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-640x361.jpg 640w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-20x11.jpg 20w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-320x181.jpg 320w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-1280x722.jpg 1280w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-1920x1083.jpg 1920w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-1-1-600x339.jpg 600w\" sizes=\"(max-width: 1923px) 100vw, 1923px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<figure>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5.jpg\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1923\" height=\"1085\" src=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5.jpg\" class=\"thb-ignore-lazyload attachment-full\" alt=\"\" title=\"Astra \u2013 Das ansprechende Plakat 5\" srcset=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5.jpg 1923w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-768x433.jpg 768w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-1536x867.jpg 1536w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-640x361.jpg 640w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-20x11.jpg 20w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-320x181.jpg 320w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-1280x722.jpg 1280w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-1920x1083.jpg 1920w, https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-5-600x339.jpg 600w\" sizes=\"(max-width: 1923px) 100vw, 1923px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t<div class=\"wpb_text_column wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2>Implementation:<\/h2>\n<p>The gender detection software of the built-in camera can recognize exactly who or how many people are standing in front of the City Light Poster. We therefore developed over 70 different If scenarios that were played out in a targeted manner. For example, the poster detected whether the person was old enough to drink alcohol or female. Since the campaign was only aimed at women, men were sent away with a humorous message, for example.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\" id=\"thb-empty-space-6a1763609d043\"  style=\"height: 32px\" ><span class=\"vc_empty_space_inner\"><\/span><\/div>\n<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Our task was to get women more excited about the Astra beer brand. Astra advertising in particular often did not address women at all. The idea was to digitize the Astra brand's main medium, the City Light poster, and to play out the advertising messages very specifically to women only. <\/p>","protected":false},"author":4,"featured_media":4653,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-4557","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-creative-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Astra \u2013 Das Ansprechende Plakat<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bastianadam.com\/en\/portfolio\/astra\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Astra \u2013 Das Ansprechende Plakat\" \/>\n<meta property=\"og:description\" content=\"Unsere Aufgabe war es, Frauen st\u00e4rker f\u00fcr die Biermarke Astra zu begeistern. Speziell von Astra Werbung f\u00fchlten sich Frauen oft alles andere als angesprochen. Die Idee: Das Hauptmedium der Marke Astra, das City-Light-Poster, zu digitalisieren und die Werbebotschaften ganz gezielt nur an Frauen auszuspielen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bastianadam.com\/en\/portfolio\/astra\/\" \/>\n<meta property=\"og:site_name\" content=\"Bastian Adam\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-24T16:34:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-Teaser.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1923\" \/>\n\t<meta property=\"og:image:height\" content=\"1085\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/\",\"url\":\"https:\/\/bastianadam.com\/portfolio\/astra\/\",\"name\":\"Astra \u2013 Das Ansprechende Plakat\",\"isPartOf\":{\"@id\":\"https:\/\/bastianadam.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-Teaser.jpg\",\"datePublished\":\"2020-03-09T18:32:55+00:00\",\"dateModified\":\"2023-01-24T16:34:25+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/bastianadam.com\/portfolio\/astra\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/#primaryimage\",\"url\":\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-Teaser.jpg\",\"contentUrl\":\"https:\/\/bastianadam.com\/wp-content\/uploads\/2020\/03\/Astra-\u2013-Das-ansprechende-Plakat-Teaser.jpg\",\"width\":1923,\"height\":1085},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/bastianadam.com\/portfolio\/astra\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\/\/bastianadam.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Astra\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/bastianadam.com\/#website\",\"url\":\"https:\/\/bastianadam.com\/\",\"name\":\"Bastian Adam\",\"description\":\"Helping Brands Grow:: Campaigns, Design &amp; Prompting\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/bastianadam.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Astra \u2013 Das Ansprechende Plakat","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bastianadam.com\/en\/portfolio\/astra\/","og_locale":"en_US","og_type":"article","og_title":"Astra \u2013 Das Ansprechende Plakat","og_description":"Unsere Aufgabe war es, Frauen st\u00e4rker f\u00fcr die Biermarke Astra zu begeistern. 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