CategoryF03. Brand Communication


Name Company Position
Ben Welsh DDB Sydney Chief Creative Officer
Vincent Osmond DDB Sydney Creative Partner
Jade Manning DDB Sydney Creative Partner
Ronojoy Ghosh DDB Sydney Senior Art Director
Richard Apps DDB Sydney Art Director
Jeff Galbraith DDB Sydney Writer
Shaun O'Connor DDB Sydney Creative Technology Director
Nicole Taylor DDB Sydney Managing Director
Amanda Wheeler DDB Sydney Managing Partner
Astrid Noble DDB Sydney Business Manager
Madeleine King DDB Sydney Business Manager
Fran Clayton DDB Sydney Chief Strategy Officer
Sevda Cemo DDB Sydney Head of Integrated Content/Executive Producer
Isabella Harris DDB Sydney Social Content Producer
Fraser Kelton DDB Sydney Social Content Editor
John Wood DDB Sydney Senior Print Producer
Salil Kumar DDB Sydney Social Comms Manager
Lachlan Stewart DDB Sydney Social Content Manager
Sean Gardner DDB Sydney Head of Technology
Ferdinand Haratua DDB Sydney Technical Director
Dan Mulligan DDB Sydney Senior Digital Producer
Will Kerr DDB Sydney Digital Producer

The Campaign

Aussies weren’t able to look past the Amarok’s posh European styling to see it for the beast of a ute that it is.  So, if our audience was going to judge a book by its cover, we needed to change the cover. In the world of car culture, prototypes have a cache and currency all of their own. People desperately want to find out what's hiding beneath a test vehicle’s camouflaged panels – to see what they can't yet have. We turned this intrigue and cultural desire into a platform. To demonstrate the toughness of the V6 Amarok without any distractions or misconceptions, we built an entirely new prototype shell for the V6 Amarok. One that looked as beastly as the V6 engine that powered it. It defied all expectations, and highlighted the pure power and exhilaration that this vehicle can deliver.

Creative Execution

Pencil sketches Clay model – hand sculpted. 3D scan of clay model 3D model build and refinement. Engineering Poly sculpt Fibreglass mould Disassemble production model V6 Amarok – strip it back to the bones Weld new structural supports Fit new exterior shell Fit new headlights and taillights Custom fit interior leather and remove all badging Additional paint Apply camouflage vinyl wrap Engineering check and adjustments Testing The final product is a unique prototype variant of the V6 Amarok – dubbed the ‘Korama’. A fully functional, powerful vehicle capable of extreme off-roading. It was thoroughly tested by performance car enthusiasts, press, and lucky test-drivers over a month-long period. And is currently being toured around the rugged Australian outback to promote the powerful new V6 Amarok.

Indication of how successful the outcome was in the market

For weeks, this mystery prototype had the motoring industry buzzing. Then we flicked the switch on the reveal and changed the conversation from a powerful prototype to something people could buy. Sales rocketed. The new V6 model made up 36% of the total Amarok sales in the first month, with sales up 9.6% in a declining segment. It was the Amarok’s biggest January ever. And has reached record sales every month since. More importantly, we got Australians to rethink what a European truck was actually capable of.

The Volkswagen Amarok is a tough, award-winning truck, but as a newcomer with posh European styling, it was a long way from winning the trust of the Australian market. But the launch of a new super powerful V6 variant made the Amarok the most powerful truck in its class. This gave us the opportunity to challenge perceptions. We were to conceal the new V6 Amarok in a completely new car body. One that appeared to be an unreleased, unobtainable, and incredibly powerful test vehicle. By hiding all traces of ute, we would redefine expectations, and highlight the beastly thrill that this thing is to drive.