Volkswagen And DDB Sydney Call On Aussie Ute Lovers To Uncover Real Power

Volkswagen And DDB Sydney Call On Aussie Ute Lovers To Uncover Real Power

Volkswagen and DDB Sydney have created a Mad Max style prototype, breaking all boundaries in traditional ute advertising.

B&T Magazine
Posted by B&T Magazine

The Amarok V6 is the most powerful ute in its class and the Volkswagen Commercial Vehicles team tasked DDB Sydney to create a campaign that brought the ‘fun’ back into driving a 4×4 ute and at the same time challenge some flawed perceptions around the Volkswagen Amarok.

The resulting campaign saw the creation of a powerful, off road performance vehicle, the ‘Korama’, that looked like it belonged in the Dakar Rally, but actually hid a full production Amarok V6 model underneath.

Marketing manager Ralph Beckmann said following the success of the ‘Naked Ute’, the campaign DDB Sydney created for Volkswagen earlier in 2016, they briefed the agency to continue to disrupt the ute category and get rid of Amarok’s old image for good.

“We couldn’t be happier with the campaign, it has everything we wanted – a great demonstration of power, real Australians enjoying the Amarok and a big surprise at the end,” Beckmann said.

DDB Sydney chief creative officer Ben Welsh said it was one of the most ambitious projects he’d ever worked on.

“It took trust and collaboration to turn a great idea into an amazing experience. And it all started when our client came back from a test drive with their hearts still pounding,” Welsh said.

The campaign was created in partnership with Will O’Rourke/The Glue Society – the team who also worked on ‘The Naked Ute’.  The first step was to design and build the Korama, without compromising on the performance of the vehicle. Initial sketches were created by the designer behind the Mad Max vehicles in ‘Fury Road’, a model was made and then it was straight into construction.

Four motoring enthusiasts who fancied that they knew a bit about power were recruited to give the manufacturer feedback before the truth was revealed.

The Campaign kicked off with a launch film laying out the story through social channels, supported by some digital work, outdoor and print.  TVCs will follow in the second phase of the campaign, which will be rolled out in early 2017.

The campaign has recently commenced via Facebook and Youtube.

Credits

Client – Volkswagen Commercial Vehicles

Marketing Manager

Ralph Beckmann

Product Marketing Manager

Nick Reid

Retail and Digital Communications Manager

Nathan Johnson

Agency – DDB Sydney

Chief Creative Officer

Ben Welsh

Creative Partner

Vincent Osmond

Creative Partner

Jade Manning

Senior Art Director

Ronojoy Ghosh

Senior Art Director

Richard Apps

Senior Writer

Jeff Galbraith

Senior Writer

Richard Taylor

Creative Technology Director

Shaun O’Connor

Managing Partner

Amanda Wheeler

Business Director

Astrid Noble

Business Manager

Madeleine King

Chief Strategy Officer

Fran Clayton

Head of Integrated Content

Sevda Cemo

Social Content Producer

Isabella Harris

Social Content Editor

Fraser Kelton

Senior Print Producer

John Wood

Social Comms Manager

Salil Kumar

Social Content Manager

Lachlan Stewart

Head of Technology

Sean Gardner

Digital Producers

Dan Mulligan, Will Kerr

Production Company – Will O’Rourke

Car Design and Project Directors

Jonathan Kneebone, Luke Nuto

Managing Director/EP

Michael Ritchie

EP/Head of Projects

Josh Mullens

Producer

Ian Iveson

Post Producer

Jasmin Helliar

Production Designer

Enzo Iacono

DOP

Peter Eastgate

Camera Operator

Jordan Maddocks

Behind the Scenes

Will Robertson

Post Production – The Glue Society

Editor

Luke Crethar

Colourist

Scott McLean

VFX/Online

Viv Baker

Studio Producer

Scott Stirling

Sound – Rumble Studios

Sound Engineer

Nathanial Joyce

Executive Producer

Michael Gie

Composition

Rumble Studios

Photography

Janyon Boshoff

Retouching

Limehouse Creative

Media

Mediacom