2015 Winners & Shortlists

The Brief

The 2015 Volkswagen Touareg didn’t undergo many cosmetic changes. It was still however a seriously luxurious SUV with serious off-road capabilities. We needed the journalists to get excited about the vehicle in order to help drive future sales.

Creative Execution

The Volkswagen Touareg is all about ruggedness and luxurious comfort. For the most part, people never take their off-road car off-roading. It's for these people that we created this convenient off-road kit that gets you to the Serengeti and back in less than 5 minutes. Without having to travel there at all. The kit catered to the adventurer and city slicker in all of us, and truly captured both sides of our vehicle’s unique positioning. This, together with a lighthearted copy and illustration approach, we were able to truly get across Volkswagen’s well-known fun brand identity.

Describe the creative solution to the brief/objective.

With a limited budget we created a military-esque medical kit for our motor journalists. The entirety of the design conveyed a feeling of ruggedness. Yet inside it’s true purpose was revealed: the perfect ‘I just traveled to the Serengeti and back’ cover story without ever having to go there.

Results

All in all, the kit sparked a lot of conversation and positive responses from our client as well as our test drivers. A few kits even made it to the showroom floor and into the trunk of VW Touaregs that proud buyers could take home.