Volkswagen: Scratched Rivals Calendar

In Germany, the Golf GTI is like a religion for its supporters. On the occasion of its 35th anniversary we were asked to create a monument to this myth. 35 years, where the fans have relished the battles with their competitors like Opel Manta or Ford Capri. On and even off the road – sometimes with excessiv means. For example, scratching a rivals car with a key. But: most of the historical rivals faded and disappeared. So we decided to bring the hated, but deeply missed, rivals back. We collected their old original bonnets; lasered a calendar into them and distributed the bonnets to some of the largest GTI fanclubs across Germany. While scratching with an especially sharpened key, visitors and fans could leave their personal mark on the calendars. So the calendar encouraged them to experience the old rivalry again. Many fan mails and a lot of reordered bonnets left no doubt: the legend GTI lives.

Advertising Agency: Grabarz & Partner, Hamburg, Germany
Chief Creative Officer: Ralf Heuel
Creative Directors: Timm Weber, Ralf Nolting, Sven Rumpf
Art Directors: Ralf Nolting, Roman Lukowski, Sarah Eggert, Eva Straßburger
Copywriters: Astarte Toomeh, Jens Scholtiski
Project Manager: Anna Christiane Roth
Production: Gabriel Domnik, Kristina Mohr
Retouching: Anne Swierczynski
Agency producer: Henriette Ahrens
Published: January 2013

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Jaap Grolleman's picture
Jaap Grolleman
7006 pencils

That's very mean, I like it.

jackblack's picture
2230 pencils

Ladies and gentlemen, the world's most expensive calendar.

Peter Frank's picture
Peter Frank
532 pencils

expensive indeed

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