Volkswagen - "Elbow"

DDB Berlin

DDB Berlin Berlin, Germania

8444

Titolo	Elbow
Agenzia	DDB Berlin
Campagna	For boys who were always men - Volkswagen
Cliente	Volkswagen
Marca	Volkswagen
Posted	Dicembre 2004
Prodotto	Golf GTI
Settore	Auto Nuove
Slogan	For boys who were always men
Trama	SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months.
Tipo di Media	Stampa e stampati
Market	Germania
Creative Director	Mathias Stiller
Creative Director	Wolfgang Schneider
Copywriter	Ulrich Lützenkirchen
Art Director	Sandra Schilling
Photographer	Alexander Rank
Photographer	Faruk Heplevent
Copywriter	Ilja Schmuschkowitsch
Creative Director	Mathias Stiller
Account Supervisor	Michael Lamm
Account Supervisor	Cathleen Losch
Photographer	F.A. Cesar