Responses by Marco Kidwell, account manager, AC McGarrybowen
Background: The target audience was first, all Volkswagen owners, and second, all possible buyers. The intention was to communicate that no matter how difficult the road is, when you drive a Volkswagen, you can be confident that you’ll get to where you’re headed.
Reasoning: We started by defining the idea of the communication. We ended up being inspired by kids’ drawings, which implied easy ways to solve problems. Using the A to B resource, we saw a good and simple way to translate what we needed to tell to the audience: keep your way, even in the most difficult lines. We remembered the books and games that taught us how to draw when we were younger, and took it to the next level with difficult art masterpieces.
Challenges: Trying to imitate the work of different styles of art and applying all of them into a very obsessive dot design. Favorite details: The craft of the print ads. We took a very difficult art direction challenge and succeeded.
Visual influences: We took a deep dive into art history to find art pieces to work with. We were inspired by artists Salvador Dalí, M.C. Escher, Wassily Kadisnsky and Pablo Picasso; their influences are very obvious in the print ads.
Anything new: We learned how the power of synthesis and analogy combined with a memorable art direction still draw attention in a digital environment.