The Washable Car
A printed car that you can wipe the dirt off? This is just one
example of the unusual print products with which the São
Paulo-based print shop Editora Gráficos Burti Ltda. surprises
customers and consumers time and again.
Referring to Burti as simply a print shop would be an
understatement. Leandro Burti feels the same way, "We're
solution providers," the 36-year-old says self-confidently.
Leandro is the eldest son of the company founder Luiz Carlos Burti.
He manages the business dealings of the 700-employee company.
"In our consultations, we go far beyond printing and technical
issues. Working together with the agencies which represent our main
clientele, we develop solutions for the most difficult demands, in
part also in cooperation with their end customers," explains
Leandro. He doesn't shrink away from any order, even when it seems
insolvable at first. Accordingly, his motto is "Never Say
Such was the case with the idea to create a washable car for an
advertising campaign for the Brazilian Volkswagen (VW) subsidiary.
The magazine ad pictures a very dirty sport utility vehicle. Inside
the magazine, readers could find a small cleaning cloth to wipe
away the "dirt." The Burti team's extensive expertise and
technologically excellent equipment also facilitated the technical
realization. "We tested out the concept in detail and only
suggested it once we were sure that we could print the ad to the
highest quality," reports Leonardo Burti. He is Leandro's
younger brother and directs the print shop.
Dirt or Shaving Cream?
The advertisements were printed on a Speedmaster CD 102-6
equipped with CoolCure UV. The advantage of the CoolCure technology
is that oxygen is replaced with nitrogen during printing. This
prevents the printing stock from heating and therefore eliminates
the resulting printing difficulties. At the core of the
advertisement were the washable UV coatings. They were the
foundation on top of which the "dirt" was applied. When
you use the attached cloth to wipe the ad, the car shines as if
freshly washed. The message: this car is the ideal companion for
both rough terrain and on the streets - robust and
low-maintenance. A similar wow-factor was also created in an
advertisement for shaving cream. In this case, readers can wipe the
shaving cream off a man's face and an impeccably shaved face
appears. "These kinds of before-and-after depictions are
convincing and imaginative advertising media which get imprinted in
consumers' minds," explains Leonardo Burti.
Burti's customers, with whom manager Leandro cultivates close
contact, appreciate this creativity, and also the reliability of
the realization. It is not seldom that the companies, including the
two Brazilian agencies DM9 and DPZ, the clothing store C&A, the
telephone company TIM as well as Volkswagen and Nissan, have a
particular wish or a very individual idea. "During product
development, we often try out completely new things and push the
envelope of what's possible. This has the advantage that we can
tell our customers exactly what is possible in terms of printing,
and what makes sense financially and what does not. This avoids
disappointments," reports Leandro.
For their demanding orders, Burti relies exclusively on Heidelberg
machinery, particularly Speedmaster machines in 70 x 100 format.
The business prints credit cards, for example, on a Speedmaster CD
102-6 equipped with CoolCure UV. The Speedmaster CD 102-2 UV is
used for UV coating, while the Speedmaster presses SM 102-6, CD
102-6, and SM 102-10 are used for printing advertisement inserts,
brochures, business reports and books, including large-format art
and photo books. The sheetfed offset department is supplemented
with two web presses from Heidelberg, used for printing magazines
like Vogue, for example. Seven Stahlfolders, one saddlestitcher ST
400 from Heidelberg and four cutters add to the machine park. Work
is done six days a week in three shifts of eight hours each.
Leandro and Leonardo Burti, who make up the second generation
to lead the business founded in 1976, are proud of what they have
achieved: today, Burti ranks among the five largest print shops in
Brazil. "Our productivity is as high as in Europe or the USA,
but production costs are 20 percent lower," emphasizes
Leonardo. "That's why we're planning to increase our foreign
business to over 50 percent, especially since the market in Brazil
is saturated. In addition, we want to offer our customers further
options within the realm of printing, for example fulfillment and
warehouse logistics," Leandro adds. His motto "Never Say
Never" has established itself. The second of the three Burti
brothers, Luciano, also behaves in a James-Bond style. The former
Formula 1 pilot now drives in stock car races. But that's another