Volkswagen - Now That's Smart
NOW THAT’S SMART
Sales event brief: don’t make a sales event ad. We achieved that by doing the exact opposite of the brief and leaning into the actual claim which was undeniable - Volkswagen SUVs are actually best in class. This simple fact gave us the opportunity to lean into the snarky tone of the iconic Volkswagen ads we all know and love.
The campaign consisted of two hero films and was accompanied by various social and digital banners.
More numbers: after launch, VW had the best quarter since 2013 and best ever for the featured SUVs. Launch month was also the single best month in 10 years.
This campaign was created, sold, shot and edited during COVID-19 lockdown following all necessary regulations.
My Role
Given the success of the previous Winter Sales campaign, I was asked to make a return for the next chapter. My new partner and I hit the ground driving the entire campaign as the only team under our fearless leader Kevin Watkins. He allowed us to take complete control from concept to execution and we had the wonderful opportunity to not only sell initial work through to client, but maintain that relationship throughout the entire process. Though still remote, we took an active role in both shoot and post production seeing our vision through to the finish line.
Agency: Johannes Leonardo
Director: Reynald Gresset
Creative Director: Kevin Watkins
Copywriter: Zoe Myers
Art Director: Matthew Barton
