The advertising agency DDB Spain has created for the launch of Audi's new electric supercar, the Audi RS e-tron GT, an embossed and inkless advertisement. An ingenious communication that makes the parallel between a car without gasoline and a print without ink.
The embossing was done with four levels of height, allowing a great precision in the illustration of the lines and volumes of the vehicle. The advertisement was published in the July and August issues of Esquire and GQ . The agency worked with both media brands throughout the printing process.
Embossing, a popular printing technique
Coming from typography, the embossing technique consists in creating a relief on the paper. It is a technique used since the 16 e century, in particular to embellish the covers of books or to carry out plans and charts.
Very used in communication, embossing is found in all types of realizations, from packaging to business cards or greeting cards, but more rarely in advertising.
Nevertheless, we can cite the example of the cover of Run Magazine which we wrote about a few years ago in Graphiline . Made by the Belgian printer Corelio Printing, the cover included a discreet but unmistakable embossing of a basketball print.
In the case of this new Audi print ad, the DDB agency claims to be the first embossed and inkless print ad in Spain.
