DDB Sydney Unveils Latest Work For Volkswagen’s Amarok Ute

DDB Sydney Unveils Latest Work For Volkswagen’s Amarok Ute
B&T Magazine
By B&T Magazine



DDB Sydney has unveiled its latest work for Volkswagen Amarok. The Amarok V6 W-Series is a collaboration between Volkswagen and legendary performance tuning house Walkinshaw.

The integrated launch, created by DDB Group Sydney, unfolds like a tourism campaign, showing Walkinshaw Station not as a theme park or polished racetrack, but as its own world, the first and only of its kind.

Volkswagen Australia national marketing and product manager at Volkswagen Australia, Nick Reid, said: “With Walkinshaw Station, we knew we’d capture the attention of ute enthusiasts.

“But the new Amarok V6 W-Series ute is designed for the road and drives like a grand tourer. So ute-owners and car drivers alike can imagine what it would feel like to get behind the wheel of a vehicle that performs like a thoroughbred.”

The exclusive utes are converted into W-Series in Clayton, Victoria, with the addition of features including custom 20-inch alloy wheels, Pirelli Scorpion tyres, performance-tuned suspension, and new aggressive styling. The flagship edition started with a presale in February, with Volkswagen selling 48 of the vehicles within six minutes.

DDB Chief Creative Officer, Ben Welsh, said: “Amarok has a long history of challenging ute category norms in Australia. That started with the Naked Ute and was built upon with the Too Powerful for TV campaign.

“The W-Series is the epitome of this attitude, because while every other ute company focuses on going off road, the Amarok goes against the herd with a ute that loves the road.”

The W-Series launch is an integrated experience. The TVC is supported by an augmented reality digital element, the ute’s features ready to be inspected up close. There’s also a website, walkinshawstation.com, featuring extra content and even a gift shop.

Volkswagen partnered with culture publisher Broadsheet on the merchandise: Amarok-inspired beef jerky, and hats. The premium content series with Broadsheet will go live in June, documenting the artisans’ creative and production process, and the Amarok W-Series’ role in it.

Kim Raicevich, Group Business Director at PHD, the media agency behind the campaign, said: “The partnership with Broadsheet is a great platform to make Walkinshaw station feel more tangible for consumers. It will provide the new Volkswagen Amarok W-Series with the ability to create excitement and a deeper engagement around its launch, and add impact in a highly competitive segment.”

CREDITS:

Client:  Volkswagen Commercial Vehicles

Product:  Amarok

Title:  Walkinshaw Station ‘Reared For The Road’

VOLKSWAGEN COMMERCIAL VEHICLES:

National Marketing and Product Manager: Nicholas Reid

Product Marketing Manager: James Thompson

Marketing Communications Manager: Michelle Rowney

DDB:

Chief Creative Officer Australia: Ben Welsh

Chief Creative Officer Sydney: Tara Ford

Chief Strategy Officer: Fran Clayton

Executive Creative Director: Matt Chandler

Creative Director: Tommy Cehak

Creative Director: Tim Woolford

Senior Art Director: Elaine Li

Senior Copywriter: Jared Wicker

Creative: Miguel Gadea

Planning Director: James Davis

Managing Partner: Nick Russo

Senior Business Director: Nicole Drabsch

Business Director: Luke Thistleton

Business Executive: Rasheida Cooper

Head of Integrated Content: Renata Barbosa

Lead Senior Producer: Tania Jeram

Senior Print Producer: John Wood

Creative Partner (DDB Tribal): David Jackson

Group Business Director (DDB Tribal): Kenny McLeod

Project Manager (DDB Tribal): Sebastian Bennett-Leat

Business Manager (DDB Tribal): Alasdair Kay

Senior Business Manager (DDB Track): Harrison Schaap

Social Manager: Mo Komolafe

Head of Design: Ramon Rodriguez

Senior Designer: Paul Jansen

 

PRODUCTION COMPANY: REVOLVER

Director: The Glue Society

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/Partner: Pip Smart

Executive Producer: Jasmin Helliar

Producer: Cathy Rechichi

Director of Photography: Danny Rulhmann

2nd Unit DOP:  Alex Dufficy

Drone: Heliguy

Production Designer: Sam Hobbs

Wardrobe: Sandy Burcul

Casting: Toni Higginbotham Casting

Stills Photographer: Milos Mlynarik

Post Production: The Glue Society Studios

Editor: The Glue Society

Post Producer:  Scott Stirling

Grade: Andy Clarkson

Online: Viv Baker

Sound Engineer: Myles Lowe, Song Zu

Music:  Franklin Rd, Mahuia Bridgman-Cooper

MEDIA AGENCY: PHD Sydney

Media Planning Director: Amie Wills

Media Investment Manager: Christine Chen

Media Head of Strategy: Mitch Long

Media Business Director: Dixie Garcia




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