Volkswagen drivers are loyal. Volkswagens feel like family. adam&eveDDB and Volkswagen celebrate the enduring role of VWs in lives with a new brand platform, YourWagen.
YourWagen stems from the Volkswagen brand name, literally meaning ‘people’s car’, and commemorates the love and emotional connection that drivers from all walks of life have for Volkswagen cars. The brand platform is set to be adopted on a global level and reach audiences across the world.
The brand platform launches with a TV campaign of the same name, highlighting the scale and intensity of Volkswagen fandom, through real-life car love stories of Volkswagen owners that champion the people who make the Volkswagen brand special. The campaign aims to demonstrate that Without the Volks, there is no Wagen.
The 60-second hero spot’s message is communicated through a series of family archive snapshots, home movies and specially-shot footage, all set to the 1970s hit, Thank You for Being a Friend, by Andrew Gold. The diverse array of Volkswagen owners and how they use their cars include the ‘MumsWagen’, ‘NansWagen’, ‘SnoozeWagen’, ‘WalkiesWagen’ and ‘HolidayWagen’, while Volkswagen cars feature in key life moments such as weddings and raising a family, with ‘StagWagen’, ‘WeddingWagen’ and ‘TripleTroubleWagen’.
The campaign was created in genuine collaboration between Volkswagen and its fans, with drivers being involved from the early-stages of creative development. As part of the campaign, Volkswagen tells the deeper stories of their fans’ relationships with their cars, across social and digital in partnership with Tribal.
The full campaign covers TV, VOD, social and owned channels until June 30, with a second burst to follow later in the year. The UK TV ad, directed by Finn McGough through production company, Dark Energy Films, was released on May 4 in the UK.
Sarah Cox-Thornley, head of marketing at Volkswagen UK, stated, “This new brand platform is special. We’ve involved our customers and fans from the very start and worked with them to create something that we feel is truly unique and collaborative. It’s something that other brands simply couldn’t do and taps into the breadth and depth of our fanbase. Hearing some of the stories about customers and their cars has been a really wholesome experience and demonstrates how Volkswagen has always been, and will always be, an inclusive brand – that’s why it is the people’s car.”
Sam LeCoeur, chief client officer at adam&eveDDB, added, “Volkswagen has been a jewel in the crown of DDB for over 60 years, and we couldn’t be prouder of the work we’ve done together on this campaign to help reignite the love for this brilliant brand.”
Credits:
Client: Volkswagen
Rod McLeod: Director of Volkswagen UK
Sarah Cox-Thornley: Head of Marketing at Volkswagen UK
Glyn Butterworth: Marketing Manager Brand & Performance at Volkswagen UK
Laura Ayers & Nic Burrows: Brand Marketing Managers at Volkswagen UK
Hannah Davis: Brand Communications Manager at Volkswagen UK
Fiona Jones: Social Media Manager at Volkswagen UK
Rob Punshon: Corporate & Lifestyle Communications Manager at Volkswagen UK
Marianne Bearton: Digital Operations Manager
Katie Williams: Digital Manager
Creative Agency: adam&eveDDB
Richard Brim: Chief Creative Officer
Ant Nelson & Mike Sutherland: Executive Creative Directors
Tim Vance & Paul Knott: Creative Directors
Chloe Pope: Senior Creative
Molly Johnstone: Social Creative
Martin Beverley: Chief Strategy Officer
Jack Spicer: Strategy Director
Oscar Beach: Strategist
Tammy Einav: Executive Chair
Sam Le Coeur: Chief Client Officer
Nick Wilkie & Piers Raffo: Business Leads
Isabella Best & Jono Shaw: Account Directors
Freddie Reeve: Account Manager
Bella Bisset: Account Executive
Mary Fostiropoulos, Holly Pienaar & Charlotte Ellison: Producers
Production Company: Dark Energy
Director: Finn McGough
Producer: Jonn Stopp
Executive Producer & Managing Director: Matt Brown
Production Manager: Lucy Morton-Hicks
DOP: Luke Jacobs
Casting Producer: Ciara Kennedy
Socials Videographer: Chris Turner
Editing Company: Marshall Street Editors
TV Editor: Jinx Godfrey
Social Editor ‘Andrew & Jordan’: Spencer Ferszt & Guy Savin; ‘Hanzalah’: Toby Conway-Hughes; ‘Luke’: Oliver Morgan
Assistant Editor: Joshua Sampson
Producer: S.J. O’Mara
Sound Company: Sine Audio Post Production
Engineers: Phil Bolland & Frankie Beirne
Managing Director: Julian Marshall
Digital Experience Agency: Tribal
Media Agency: PHD
