Vans are boxes on wheels, “mobile toasters with the sex appeal of a loaf of bread”. They’re the “worker bees of the civilized world. Bearers of white goods, porters of printer paper and the emissaries of regrettable late-night internet purchases.”

So how do you get people excited about a new one and its new tech features?

By hyping up a features story? With an emotive delivery story?

This was the problem that Volkswagen presented to DDB Sydney for its new Crafter. And DDB Sydney responded, not by doing the expected but by thwarting it. By building a box on wheels. A BIG white box on wheels that also happens to be crammed with Crafter’s ultra-new technology. And placing its film and reviews in trade publications.

With this flourish of elegant humour and difference, DDB Sydney is creating a buzz about the fact that the Volkswagen Crafter is “more than a white box”.

https://youtu.be/p82Qc272ufA

Credits:

Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partner: Jade Manning
Creative Partner: Vincent Osmond
Senior Art Director: Nicolas Smith
Senior Copywriter: Damian Martinez
Art Director: Hannah King
Copywriter: Chris Ott

Managing Partner: Amanda Wheeler Managing Partner: Nick Russo
Senior Business Director: Astrid Noble
Business Manager: Luke Thistleton
Planning Partner: Graham Sweet
Head of Integrated Content: Sevda Cemo

Senior Producers: Jess Belgiovane & Tash Johnson
Senior Print Producer: John Wood

Senior Designer: Ramon Rodriguez
Designer: Tim Prosser
Senior Finished Artist: Jose Rodrigues
Senior Digital Producer: Tania Hoang
Senior Web Designer: Berengere Sottas

Production Company: Scoundrel Projects
Executive Producers: Kate Gooden & Adrian Shapiro
Director: James Dive
DOP: Rob Marsh
Production Designer: Enzo Iacono

Post Production: White Chocolate
Producer: Chris Grocott
VFX Supervisor: David Mosqueda
Colourist: Trish Cahill

Photography: Sam I Am
Photographer: Janyon Boshoff
Producer: Kate Forster
Retoucher: Cameron Jones

Media agency: PHD Sydney

Client: Volkswagen
Marketing Manager: Nick Reid
Product Marketing Manager: Regine Zschernig