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Matt Denyer/Tim Eger/Ken Slater, art directors
Andrew Goldin/Craig Miller, writers
Brittany Bowden/Slava Morschch/Matt Walsh/Tiffany Yang, interactive designers
Omid Farhang, associate creative director
Tony Calcao/Scott Linnen, creative directors
Jeff Benjamin, interactive creative director
Andrew Keller/Rob Reilly, executive creative directors
Daniel Fox/Ken Goldfarb/Scott Prindle/Dave Schell/Christian Spinillo, programmers
Chan Hatcher/Jason Macdonald, editors
Max Malkin, director of photography
Chris Smith, director
Laurie Boccaccio, producer
Bill Meadows, agency music producer
Paul Aaron/Amanda Ormerod, senior integrated producers
Brian Carmody/Patrick Milling Smith, executive producers
Winston Binch/Matt Bonin/Ivan Perez Armendariz, executive integrated producers
No6, editorial company
Riot, post-production company
Smuggler, production company
Beacon Street Studios, music company
Crispin Porter + Bogusky, ad agency
Volkswagen of America, client

The Routan launch coincided with a U.S. baby boom, leading to a crusade by Brooke Shields against the 'Routan Boom,' the practice of making babies just to get German engineering in a minivan. Our target learned about product benefits while being urged to make babies for love, not for German engineering. The aim of the campaign was to recontextualize the experience of minivan ownership for families—and moms in particular.


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