THE PARALLEL PARK

TitleTHE PARALLEL PARK
BrandVOLKSWAGEN
Product / ServiceVOLKSWAGEN TIGUAN
CategoryB01. Consumer Goods
EntrantDDB Sydney, AUSTRALIA
Idea Creation DDB Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA

Credits

Name Company Position
Tommy Cehak DDB Group Sydney Creative Director
Tim Woolford DDB Group Sydney Creative Director
Tom Lawrence DDB Group Sydney Copywriter
Samuel Raftl DDB Group Sydney Art Director

Cultural / Context information for the jury

We were tasked with launching the new Volkswagen Tiguan with an OOH campaign focusing on its helpful driver assistance technology like pedestrian detection and lane assist. In a market that was dominated by parity product and car advertising cliches, we had to find a new and far less traditional way to capture people’s attention and remain competitive with a smaller budget than our competitors.

Is your billboard / poster larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Smaller - small format OOH posters