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.

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

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