Lumberjack nostalgia, the lingering spirit of adventure and experiences of nature in large format picture combined with the realistic, compact overview of the full product range of over 100 motorised machines and accessories – this is the concept of the new 244 page full 2012 STIHL catalogue.
Marcus travelled to South Bavaria and the deepest depths of Slovenia’s forests for leading machine brand STIHL to shoot their 2013 catalogue. The creatives and publishers at Publicis PRO in Erlangen carried out the concept, design and realisation of the catalogue for the sixth consecutive time.
A total of around 19 different locations were carefully scouted and selected for the Waiblingen based business according to meticulous details such as position of the sun and vegetation. The ADDPICTURES production company carried out this impressive feat.
The photographer tells GoSee, ‘a sudden outburst of rain and a cloudy morning messed up the entire planning and a lot had to be reorganised.
We travelled around 3,000km. The call time was often at 4am, to catch the first rays of sunlight and we didn’t get to bed until midnight on most evenings. Tough, but we had good times thanks to a great team’.
As a central POS promotional material, the catalogue, with a print run of 1.7 million copies in 35 languages, is available worldwide at all STIHL specialist dealers. Advertising director Norbert Blania at Andreas Stihl AG & Co. KG, Waiblingen was in charge of the new catalogue. The Publicis team was led by Tanja Berlacher (consultancy), Stefan Neumaier (creation) and Axel Kornemann (publishing).
Since its foundation STIHL has been renowned for its revolutionary technique and innovative ideas. Its 85 years of corporate history have seen over 1,500 STIHL inventions registered for patents. Hans Peter Stihl received the Diesel Medal last November – also known as the Inventor Oscar in the industry - in the Best Innovation Achievement category.
