DDB Sydney launches first brand campaign for Volkswagen in seven years

Creative agency DDB Sydney has launched a new campaign for Volkswagen Group Australia, creating the automotive company's first brand platform in seven years: "Let’s go for a drive."

DDB Sydney executive creative director Matt Chandler told Mediaweek that now is the right time for Volkswagen to relaunch its brand platform to the market, as it aims to reaffirm its presence to Australian consumers.

"As VW embarks on an important new chapter, with the arrival of several new models this year, it was vital that the unique Volkswagen brand was clearly re-established for the Australian audience," said Chandler.

"VW has always had a tone and wit wholly of its own, so having the opportunity to put that back front and centre was about as exciting a creative challenge as you can get.”

Chandler added that working with an iconic brand such as Volkswagen needed an innovative concept that would go beyond the functional while honouring VW's back catalogue of advertising.

"With all that past work in mind, we wanted to tell a very simple story, beautifully. One that brings to life the simple joys of taking even the shortest drive. We’re very proud of this little tale and very fortunate to have brought it to life with such great clients and production partners.”

[embed]https://www.youtube.com/watch?v=pJjpyoYTGKg[/embed]

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The creative concept revolves around the simple life of a lighthouse keeper living on a small island, highlighting the joy of his brief excursions for mail that give him the excuse to hop behind the wheel of his Volkswagen.

Directed by acclaimed Australian director Steve Rogers from Revolver, the TV campaign launched nationwide on Sunday 25 February, supported by out-of-home, digital, and social media.

DDB Sydney claims the campaign draws inspiration from the philosophy that the creative idea and execution is as important as the message, using TV to build the brand and connect on an emotional level with its audience.

DDB Sydney creative partner Jenny Mak said that working with Volkswagen ignited a depth of creativity among the team: “Great cars don’t just take you somewhere, they make you feel something. And some cars simply do it better than others.

"There’s a transformative power that comes from spending time in a quality car, and it’s a power everyone deserves to experience. The brand campaign is offering an invitation to people to remember what driving can be – an invitation that says - 'let’s go for a drive.'"

Volkswagen Passenger Vehicles managing director Michal Szaniecki added: "We felt a connection to the creative concept from the beginning and felt it spoke directly to who we are as a brand and how we want people to feel when driving our cars.

“We are incredibly proud of the outcome and the way it represents the experience of driving with Volkswagen.”