Description
Volkswagen and adam&eveDDB are launching a new brand platform to celebrate the enduring role of the Volkswagen brand in the lives of their drivers and fans.
The new platform, ‘YourWagen’ stems from the Volkswagen brand name, literally meaning ‘people’s car’, and commemorates the love and emotional connection that drivers from all walks of life have for Volkswagen cars. YourWagen is set to be adopted on a global level and reach audiences in multiple markets from summer 2024.
The brand platform launches with a TV campaign of the same name, showcasing the scale and intensity of Volkswagen fandom, through real-life car love stories of Volkswagen owners. Championing the people that make the Volkswagen brand special, the campaign aims to demonstrate that “Without the Volks, there is no Wagen”.
The hero 60-second spot, illustrates the central role a Volkswagen car plays in the lives of so many, vividly brought to life through a series of family archive snapshots, home movies and specially-shot footage, all set to the 1970s hit ‘Thank You for Being a Friend’ by Andrew Gold.
The diverse array of Volkswagen owners and how they use their cars include the ‘MumsWagen’, ‘NansWagen’, ‘SnoozeWagen’, ‘WalkiesWagen’ and ‘HolidayWagen’, while Volkswagen cars feature in key life moments such as weddings and raising a family, with ‘StagWagen’, ‘WeddingWagen’ and ‘TripleTroubleWagen’. The film ends with the key message ‘YourWagen’. Without the Volks, there is no Wagen’.
Exploring the heart-warming stories that demonstrate the brand’s iconic status, the campaign exclusively features real Volkswagen drivers recruited from across the UK via recruitment agency Six Minutes. The campaign was created in genuine collaboration between Volkswagen and its fans, with drivers being involved from the early-stages of creative development. As part of the campaign, Volkswagen tells the deeper stories of their fans’ relationships with their cars, across social and digital in partnership with Tribal.
The campaign is running across TV, VOD, social and owned channels until June 30, with a second burst to follow later in the year.
The UK TV ad, directed by Finn McGough through production company Dark Energy Films, breaks on May 4 in the UK. Media was handled by PHD and Tribal developed the online experience and organic social creative.
This professional campaign titled 'YourWagen' was published in United Kingdom in May, 2024. It was created for the brand: Volkswagen, by ad agency: adam&eveDDB. This Film and Integrated media campaign is related to the Automotive industry and contains 1 media asset. It was submitted 8 months ago.
Credits
Client: Volkswagen
Campaign: YourWagen
CLIENTS
Rod McLeod - Director of Volkswagen UK
Sarah Cox-Thornley - Head of Marketing at Volkswagen UK
Glyn Butterworth - Marketing Manager Brand & Performance at Volkswagen UK
Laura Ayers - Brand Marketing Manager at Volkswagen UK
Nic Burrows - Brand Marketing Manager at Volkswagen UK
Hannah Davis - Brand Communications Manager at Volkswagen UK
Fiona Jones - Social Media Manager at Volkswagen UK
Rob Punshon - Corporate & Lifestyle Communications Manager at Volkswagen UK
Marianne Bearton – Digital Operations Manager
Katie Williams – Digital Manager
CREATIVE AGENCY: adam&eveDDB
Richard Brim - Chief Creative Officer
Ant Nelson – Executive Creative Director
Mike Sutherland – Executive Creative Director
Tim Vance - Creative Director
Paul Knott - Creative Director
Chloe Pope - Senior Creative
Molly Johnstone - Social Creative
Martin Beverley - Chief Strategy Officer
Jack Spicer - Strategy Director
Oscar Beach - Strategist
Tammy Einav – Executive Chair
Sam Le Coeur - Chief Client Officer
Nick Wilkie - Business Lead
Piers Raffo - Business Lead
Isabella Best - Account Director
Jono Shaw - Account Director
Freddie Reeve - Account Manager
Bella Bisset - Account Executive
Mary Fostiropoulos - Producer
Holly Pienaar - Producer
Charlotte Ellison - Producer
Stuart Heyburn - Agency Operations Director
Rasha Noronha - Project Director
Jane Bartram - Project Director
Ella Rivron - Project Manager
Luke Williams – Analytics Director
Tom Campbell - Senior Legal Counsel
DIGITAL EXPERIENCE AGENCY: Tribal
Social & platform
Victoria Buchanan - Executive Creative Director
Rhys Edwards - Creative Director
Dave Sullivan – Creative Director
James Monaghan - Head of Design
Maria Gimeno – Designer
Raphael Bejar – Senior Motion Designer
Ellie Bloomfield - Social Media Director
Shqip Osmani – Social Media Producer
Charlotte Levine - CX
Joanne Ackuaku - Senior Project Manager
Aaron Rackley - Technical Lead Front End
Gary Jobe – VP Technology
Mark Geden - VP-Strategy
Alexis Jamgotchian - Business Director
Anna Vigerland - Account Director
Bradley Williamson – Director Marketing Science
Joe Thompson – Senior Analyst Marketing Science
Danlin Lyu - Associate Analyst Marketing Science
MEDIA AGENCY: PHD
Toby Nettle - Chief Client Officer
Hiot Shawl - Managing Partner
Alban Treglohan - Client Partner
Kirsty McMeekin - Planning Partner
Sarah Harte - Business Director
Alexandra Thompson - Planning Associate Director
Andre Lenclume - Planning Senior Executive
James Hawkins - AV Director
Macaullay Hollywood - Biddable Manager
Andrew Bowen - Client Manager, Talon
PRODUCTION COMPANY: DARK ENERGY
Director: Finn McGough
Producer: Jonn Stopp
Executive Producer/MD: Matt Brown
Production Manager: Lucy Morton-Hicks
DOP: Luke Jacobs
Casting Producer: Ciara Kennedy
Socials Videographer: Chris Turner
EDITING COMPANY: MARSHALL STREET EDITORS
TV Editor: Jinx Godfrey
Social Editor ‘Andrew & Jordan’: Spencer Ferszt & Guy Savin
Social Editor ‘Hanzalah’: Toby Conway-Hughes
Social Editor ‘Luke’: Oliver Morgan
Assistant Editor: Joshua Sampson
Producer: S.J. O’Mara
SOUND COMPANY: SINE AUDIO POST PRODUCTION
Engineers: Phil Bolland & Frankie Beirne
MD: Julian Marshall
