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COLOR TREND BOOK WIDE AWAKE
Trend book for Automotive paints by BASF Coatings GmbH
The year was a tough one. It squeaked and creaked at all ends. So it seemed obvious that the title would be WIDE AWAKE. All were alarmed. The financial crisis was pervasive, the property prices in freefall, and each felt that this unrest and uncertainty had also entered into our private lives. So it was a perfect match that our first approach was rejected for sounding too complicated. We agreed to a follow-up strategy in which each topic was accompanied by three pictures. And like every year, we had to face things we had no idea about – to prune a wild Bonsai tree so that one of our BASF design clients Chiharu Matsuhara in Japan would still be accepting it? To saw and sand wooden houses by hand for days on end?
To steal posters from public spaces just to recycle them? Challenges were not in short supply. We did everything to get sent directly to jail or to win a design award. And when we were really getting tired, we flashed ourselves in the eyes with our camera. FLASH!