2018 Winners & Shortlists

VWAPP-CONNECT FOCUS ON THE ROAD

Short List
Client/BrandVOLKSWAGEN MIDDLE EAST
Product/ServiceAPP-CONNECT
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryDesign Craft
CategoryTypography
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Additional Company GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES

The Campaign

We created posters where the typography was the smartphone app logos, forming a message to the reader, warning them to keep their focus on the road. The logo icons are of existing apps, to give the screen a more real feel. The arrangement of the icons was designed to make the viewer take a second look at what appears to be a random screen of apps to find the hidden message. While the art direction was designed keeping the mood and feel of the quintessential phone screen coming out of lock mode, making it more relatable.

Creative Execution

The visual language of this campaign is centered around the current trends of mobile interface design. The typography is formed using popular and visually arresting app logos. Ranging from two dimensional icons of the apps, to bright and vibrant use of colour, both flat and in gradients. Even to the simple outline designs of the smartphone devices themselves - every aspect of this campaign attracts the viewer in the same manner as their own mobile would, but with a twist. The longer you look, the more the message reveals itself.

Indication of how successful the outcome was in the market

Enquiries and remote engagement of the App-Connect feature went up 450% amongst existing Volkswagen users.

With more of them filling up our smartphones everyday, separating our attention from our device is becoming increasingly difficult. Resulting in an alarming number of accident in the Middle East. To address the brief to the agency, we tapped into the observation of how people were addicted to the apps in their phone. The typography formed by the app logo icons is a reminder of the warning we want people to be aware of, everytime they unlock their phone while driving. Volkswagen’s App-Connect feature provides a solution to bring the driver’s attention to where it’s meant to be – on the road.

Credits

Name Company Position
Patou Nuytemans Memac Ogilvy Dubai Chief Executive Officer
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Juliana Paracencio Memac Ogilvy Dubai Regional Creative Director
Mirko Arico-Torreno Geometry Global Dubai Art Director
Mirko Arico-Torreno Geometry Global Dubai Copywriter
Maya ElKai Memac Ogilvy Dubai Arabic Copywriter
Atul Shenoy Memac Ogilvy Dubai Client Service Director
Maha Najem Memac Ogilvy Dubai Account Executive
Rohit Venkatesh Memac Ogilvy Dubai Others