Volkswagen Tiguan Tackles Aussies’ Road Fears In New Work From DDB Sydney

Volkswagen Tiguan Tackles Aussies’ Road Fears In New Work From DDB Sydney

Volkswagen tackles road fears head on in its latest horror-movie-style campaign to launch the 2021 Tiguan. The stylish new film and series of horror posters conceived by DDB Sydney highlight the anxieties some of us have on the road; like parallel parking, giant roundabouts, and merging onto a four-lane highway.

And by some of us, we mean the vast majority. The campaign was based on new research revealing 79 per cent of Australians have some kind of driving anxiety, with a whopping 59 per cent of drivers fearing parallel parking – embarrassed of holding up traffic or worried they’ll hit another car while trying to park.

Volkswagen Australia marketing communications manager Rowena Kanna said: “The research highlighted what we knew to be true, albeit anecdotally, which is that these little road stresses can quickly creep up to become genuine anxieties and fears.

“The new Volkswagen Tiguan helps conquer these fears thanks to I.Q. DRIVE, an intelligent driver assistance system with features such as Front Assist, Pedestrian Monitoring, and Lane Assist. We’re confident this exciting and unique campaign will cut through in a cluttered SUV market.”

DDB Sydney creative directors Tim Woolford and Tommy Cehak said: “We’re not scared of driving. Although parallel parking makes us anxious. Actually, merging is nerve-racking… and we suppose people are pretty distracted by their phones these days, so that’s a worry…”

The visually arresting posters were created in collaboration with acclaimed Canadian movie poster artist Matt Ryan Tobin, who, during his illustrious career, has worked with the likes of Disney, Marvel, 20th Television (formerly known as 20th Century Fox), and Warner Brothers.

The film, directed by Revolver’s Bruce Hunt, is an homage to the psychological horror genre and was filmed on location in sub-zero temperatures in New South Wales’ Oberon.

The integrated campaign is part of the ‘Life feels better in a Volkswagen’ platform, and is running across TV, online, OOH, radio and social, with interactive AR to launch later in the year.

CREDITS

Client: Volkswagen Australia

Marketing Communications Manager: Rowena Kanna

Brand Communications Specialist: Julie Scarff

Agency: DDB Sydney Chief Creative Officer: Ben Welsh

Executive Creative Director – Matt Chandler

Creative Director: Tommy Cehak

Creative Director: Tim Woolford

Copywriter: Tom Lawrence

Art Director: Sam Raftl

Chief Strategy Officer: Fran Clayton

Planning Director: James Davis

Managing Partner: Mandy Whatson

Senior Business Director: Nicole Drabsch

Business Manager: Izzy Crohan

Head of Integrated Content: Renata Barbosa

Senior TV Producer: Natalie Greaves

Senior Print Producer: John Wood

Senior Designer: Paul Jansen

Senior Finished Artist: Jose Rodrigues

Production Company: Revolver

Post Production: Blackbird

Music: Turning Studios

Sound: Rumble

Poster illustrator: Matt Ryan Tobin

Media: PHD




Please login with linkedin to comment

Ad campaigns DDB Sydney Volkswagen

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]