Helmut Krone
Helmut Krone (1925-1996) was an art director and was one of the first influencers to modern advertising. Without knowing his name, Krone’s art direction and design has been one of my personal favourites for as long as I can remember especially for his advertising campaign for Volkswagen’s Beetle in the 1960s. Talking about that campaign it is one of Krone’s most successful and famous advertising series, in fact it was voted to be the featured Number 1 campaign of all time in “The Century of Advertising Issue” in 1999.
Helmut Krone spent thirty years at a New York Advertising Agency, Doyle Dane Bernbach. It was there that he worked alongside copywriters to create interesting graphics and pitches for incoming clients. Just to give an idea of how successful and inventive Krone truly was, the head of Doyle Dane’s Creative Department, Robert Levenson quoted, “Among art directors, there’s Helmut Krone and then there is everyone else”.
Krone’s approach makes us really makes the viewer re-think what it is that is being sold and changes are views on a product. He sways the viewer to image it in a new light making it more desirable and therefore consumed.
Citation
https://en.wikipedia.org/wiki/Helmut_Krone
https://www.oneclub.org/hall-of-fame/-bio/helmut-krone