2016 Winners & Shortlists

Brief Explanation

Advertise the launch of the beetle R-Line.

The Brief

Create an eye-catching campaign for the launch of the sportier Beetle R-Line using existing car imagery only.

How the final design was conceived

We approached the brief, knowing the limitation of only one hero shot of a to-be-launched car in the region, by placing it front and center. Using that as a base, we experimented different ways of art directing the visual till we came up with an idea of changing the 'beetle' into another more aggressive looking animal. Instead of a complex illustration that would transform and take away from the car, we just added a simple line drawing of a distinguishing element of a dangerous animal - the Shark's fin, the scorpion's tail and the Snake's tongue. The White car stands in stark contrast on the black, drawing your eye to the car, and the neon coloured outlines allude to the more tougher persona of the car.

Indication of how successful the outcome was in the market

With our design, we were able to create a limitation of only one angle of the car, our main strength. We were able to keep the car the hero of the ad, and without spelling out too much through our copy, were able to allude a more tougher and dangerous quality of it with our art direction. This keeps it in line with classic VW ads, that have always showcased the product front and center as the most important thing.