THE VOLKSWAGEN PROJECT "FEATURING TAIGO"
In order to communicate successfully with millennials, we wanted to break new ground.
Me and my Team at DDB wanted to hit the zeitgeist and deliver authentic branded content instead of advertising assets. The reasoning behind this is that collaborations with other brands and artists are nowadays one of the most effective ways to make communication relevant.
The campaign for the new Taigo was created with precisely this in mind. With the help of the music agency's,
they looked for young international artists with up-and-coming potential to create music videos for their new songs.
The all-new Taigo was then authentically integrated into these to create assets that are visually diverse,
offer the potential to be shared in the target group and can also be used as advertising material.
FEATURING TAIGO
FEATURING TAIGO
FEATURING TAIGO
Tobias Talmon l'Armée, Head of Marketing Content Volkswagen:
"You can only create really successful campaigns if you break new ground as a brand and
cleverly combine traditional and modern channels. It's about thinking holistically - the concept
has to meet people's needs, production must be given freedom, and the media playout has
to match the target group's lifeworld."
Anna Kandasamy, Global Communications Director PHD Global:
"It’s been a fantastic opportunity to work on such an exciting idea that creatively fuses together
media with music artists to develop branded communications that go beyond paid advertising.
We believe this campaign will reintroduce Volkswagen to a younger generation."
My Role ········ Creative Director
CCO ········· Tim Wettstein
Senior Copywriter ········ Maximilian Müller
Senior Art Director ········· Lilli Ridder I Sebastian Störmer
Art Director ········· Felix Pannach
Account ········· Sarah Bensel I Alisa Pisu I Alina Hoefert I Albert Hornbach
Digital Strategy ········· Kristina Kupper
Media Planing & Strategy ········· Julian Roberts I Anna Kandasamy
ECD Digital ········· Felix Genzmer
Agency Producer ········· Jürgen Joppen I Milena Milic I Felix Blum
Director ········· Jens Wirtzfeld
DOP ········· Julian C. Steiner
BTS Camera ········· Friedemann Budich
Photographer ········· David Haase
Main Editor ········· Max Paschke
2nd Editor ········· Fatmir Dolcii
Client: Volkswagen