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
SHARE
THIS



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

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

Please login with linkedin to comment

poll Whybin\TBWA Sydney

Latest News

Teyana Taylor Named Maxim Mag’s Sexiest Woman Alive & The First Black Woman Ever
  • Media

Teyana Taylor Named Maxim Mag’s Sexiest Woman Alive & The First Black Woman Ever

Teyana Taylor has been voted lad’s mag Maxim’s ‘sexist woman Alive’ for 2021 and in doing so becomes the first Black woman to jag the title in its 21-year history. The 30-year-old Taylor is an American singer-songwriter, actress, dancer, choreographer, director and model. She’s also a reality TV star in the US, starring in Teyana […]

by B&T Magazine

B&T Magazine
AWARD Launches New Festival Of Creativity, This Way Up
  • Advertising

AWARD Launches New Festival Of Creativity, This Way Up

AWARD has officially launched This Way Up: Australia’s Advertising Festival of Creativity. To be held at The Ovolo Hotel in Sydney’s Woolloomooloo from 10 to 17 August 2021, This Way Up will deliver a feast of events that will challenge and excite delegates by pushing creative boundaries and celebrating the very best creative thinking in […]

Sky News To Investigate ‘Australia’s Cocaine Crisis’
  • Media

Sky News To Investigate ‘Australia’s Cocaine Crisis’

In a major joint investigation with News Corp Australia, Sky News Australia will blow the lid on the escalating cocaine war in an unmissable report, Australia’s Cocaine Crisis, this Sunday at 7:30pm AEST. Following last week’s Australian Federal Police-led sting of the century Operation Ironside, charging more than one hundred organised crime members, Sky News anchor […]

WhatsApp Doubles Down On Privacy In New Campaign
  • Technology

WhatsApp Doubles Down On Privacy In New Campaign

WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]

by B&T Magazine

B&T Magazine
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]

Planting a Jacaranda Tree in the back yard. Western Australia. Taken on gopro.
  • Advertising
  • Campaigns

Toys Come To Life With AR In New Big W Campaign Via RYOT Studio

BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]

Fierce New Campaign Encourages People To Get Angry About Period Poverty
  • Advertising
  • Campaigns

Fierce New Campaign Encourages People To Get Angry About Period Poverty

The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
  • Media

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand

An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]

by B&T Magazine

B&T Magazine
Isentia Set To Be Acquired By Access Intelligence
  • Media
  • Technology

Isentia Set To Be Acquired By Access Intelligence

Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]

CHEP Strengthens Tech Offering With New Hires & Promotions
  • Advertising
  • Technology

CHEP Strengthens Tech Offering With New Hires & Promotions

CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
  • Media

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000

After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]

by B&T Magazine

B&T Magazine
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!

With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]

by B&T Magazine

B&T Magazine
Commercial Radio Sees Rebound In Ad Revenue
  • Advertising
  • Media

Commercial Radio Sees Rebound In Ad Revenue

New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
  • Advertising
  • Campaigns

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping

Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
  • Advertising
  • Campaigns
  • Media

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach

It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]

by B&T Magazine

B&T Magazine