This is just a sample of thousands of award-winning images and videos from the CA Annuals. Subscribe to Premium Online content to see them all now!

Subscribe Now
2006 Advertising Annual
 :: Volkswagen integrated campaign
Volkswagen integrated campaign
Featured in:
2006 Advertising Annual
"For the launch of the fifth-generation Volkswagen MK V, we focused our efforts on the GTI enthusiast base—young, mostly male 'tuners' who had been with the brand for years. Do something just for these guys, something they could grab onto, and those guys could become media. So we introduced them to their fast, a small black totem with rabbit-like features (a nod to the original Rabbit GTI) and a mischievous red smile (suggesting the signature red grill stripe of the GTI). Then enthusiasts were invited to 'make friends with your fast.' E-mails about 'project fast' were sent to GTI enthusiasts asking about the shape, size and color of their 'fast.' TV spots depicted the fast as the GTI driver's maniacal alter-ego. Seventeen-thousand vinyl fasts were produced as a standard feature for the GTI, which come with a care/feeding manual and four interchangeable tails. At the Winter Olympics, fasts were placed around in Torino. Rub it for a little extra fast. Dealerships featured GTI brochures with fast-compatibility quizzes and a sixteen-minute interactive DVD with a German engineer and some tongue-in-cheek Project Fast research."
Anja Duering/Rahul Panchal, art directors
Mike Howard, writer
Tony Calcao/Rob Strasberg, creative directors
Andrew Keller, executive creative director
Alex Bogusky, chief creative officer
Barry Markowitz/Sal Totino, directors of photography
Jeff Benjamin, interactive creative director
Buck, motion graphics
, end graphics
Tessa Davis/Tom Scherma, editors
Craig Deerdorff
/Aaron P. Langley, assistant editors
Cosmo Street, editorial company
Beacon Street Music, music company
Sound Lounge, audio mixer
Randy Krallman/Rocky Morton, directors
Fergus McCall, The Mill, colorist
Karen Chen
/Phil Rose, line producers
Rupert Samuel, integrated production director
Bill Meadows, agency music producer
Jessica Dierauer, integrated producer
Rebekah Mateu/Paul Sutton, senior integrated producers
Winston Binch, executive integrated producer
Annique DeCaestecker
/Amy Febinger, executive producers
HSI Productions/MJZ, production companies
Palma VFX
, digital effects company/3-D animation company
, post-production companies
Brandon Ralph, Code and Theory, development partner
Crispin Porter + Bogusky, ad agency
Volkswagen, client

Expand Window to Enlarge Size of Image(s)