Volkswagen - "YourWagen"

adam&eveDDB

adam&eveDDB London, United Kingdom

2098

Brand: Volkswagen
Country: United Kingdom

Advertiser: Volkswagen

Title	YourWagen
Agency	adam&eveDDB
Campaign	YourWagen
Advertiser	Volkswagen
Brand	Volkswagen
Date of First Broadcast/Publication	2024 / 5
Business Sector	Cars
Philosophy	Volkswagen and adam&eveDDB are launching a new brand platform to celebrate the enduring role of the Volkswagen brand in the lives of their drivers and fans. The new platform, ‘YourWagen’ stems from the Volkswagen brand name, literally meaning ‘people’s car’, and commemorates the love and emotional connection that drivers from all walks of life have for Volkswagen cars. YourWagen is set to be adopted on a global level and reach audiences in multiple markets from summer 2024. The brand platform launches with a TV campaign of the same name, showcasing the scale and intensity of Volkswagen fandom, through real-life car love stories of Volkswagen owners. Championing the people that make the Volkswagen brand special, the campaign aims to demonstrate that “Without the Volks, there is no Wagen”. The hero 60-second spot, illustrates the central role a Volkswagen car plays in the lives of so many, vividly brought to life through a series of family archive snapshots, home movies and specially-shot footage, all set to the 1970s hit ‘Thank You for Being a Friend’ by Andrew Gold. The diverse array of Volkswagen owners and how they use their cars include the ‘MumsWagen’, ‘NansWagen’, ‘SnoozeWagen’, ‘WalkiesWagen’ and ‘HolidayWagen’, while Volkswagen cars feature in key life moments such as weddings and raising a family, with ‘StagWagen’, ‘WeddingWagen’ and ‘TripleTroubleWagen’. The film ends with the key message ‘YourWagen’. Without the Volks, there is no Wagen’. Exploring the heart-warming stories that demonstrate the brand’s iconic status, the campaign exclusively features real Volkswagen drivers recruited from across the UK via recruitment agency Six Minutes. The campaign was created in genuine collaboration between Volkswagen and its fans, with drivers being involved from the early-stages of creative development. As part of the campaign, Volkswagen tells the deeper stories of their fans’ relationships with their cars, across social and digital in partnership with Tribal. The campaign is running across TV, VOD, social and owned channels until June 30, with a second burst to follow later in the year. The UK TV ad, directed by Finn McGough through production company Dark Energy Films, breaks on May 4 in the UK. Media was handled by PHD and Tribal developed the online experience and organic social creative.
Media Type	Television
Length	60 seconds
Soundtrack	‘Thank You for Being a Friend’ by Andrew Gold
Media Agency	PHD UK
Production Company	Dark Energy Films
Editing Company	Marshall Street Editors
Advertising Manager	Rod McLeod
Advertising Manager	Sarah Cox-Thornley
Advertising Manager	Glyn Butterworth
Advertising Manager	Laura Ayers
Advertising Manager	Nic Burrows
Advertising Manager	Hannah Davis
Advertising Manager	Fiona Jones
Advertising Manager	Rob Punshon
Advertising Manager	Marianne Bearton
Advertising Manager	Katie Williams
Chief Creative Officer	Richard Brim
Executive Creative Director	Ant Nelson
Executive Creative Director	Mike Sutherland
Creative Director	Tim Vance
Creative Director	Paul Knott
Senior Creative	Chloe Pope
Social Creative	Molly Johnstone
Chief Strategy Officer	Martin Beverley
Strategy Director	Jack Spicer
Strategist	Oscar Beach
Executive Chair	Tammy Einav
Chief Client Officer	Sam Le Coeur
Business Lead	Nick Wilkie
Business Lead	Piers Raffo
Account Director	Isabella Best
Account Director	Jono Shaw
Account Manager	Freddie Reeve
Account Executive	Bella Bisset
Agency Producer	Mary Fostiropoulos
Agency Producer	Holly Pienaar
Agency Producer	Charlotte Ellison
Operations Director	Stuart Heyburn
Project Director	Rasha Noronha
Project Director	Jane Bartram
Project Manager	Ella Rivron
Analytics Director	Luke Williams
Senior Legal Counsel	Tom Campbell
Digital Agency	Tribal London
Executive Creative Director	Victoria Buchanan
Creative Director	Rhys Edwards
Creative Director	Dave Sullivan
Head of Design	James Monaghan
Designer	Maria Gimeno
Senior Motion Designer	Raphael Bejar
Social Media Director	Ellie Bloomfield
Social Media Producer	Shqip Osmani
CX	Charlotte Levine
Senior Project Manager	Joanne Ackuaku
Technical Lead Front End	Aaron Rackley
VP Technology	Gary Jobe
VP Strategy	Mark Geden
Business Director	Alexis Jamgotchian
Account Director	Anna Vigerland
Director Marketing Science	Bradley Williamson
Senior Analyst Marketing Science	Joe Thompson
Associate Analyst Marketing Science	Danlin Lyu
Chief Client Officer	Toby Nettle
Managing Partner	Hiot Shawl
Client Partner	Alban Treglohan
Planning Partner	Kirsty McMeekin
Media Business Director	Sarah Harte
Planning Associate Director	Alexandra Thompson
Planning Senior Executive	Andre Lenclume
AV Director	James Hawkins
Biddable Manager	Macaullay Hollywood
Client Manager	Andrew Bowen
Director	Finn McGough
Producer	Jonn Stopp
Managing Director/ Executive Producer	Matt Brown
Production Manager	Lucy Morton-Hicks
Director of Photography (DOP)	Luke Jacobs
Casting Producer	Ciara Kennedy
Socials Videographer	Chris Turner
Editor	Jinx Godfrey
Social Editor	Spencer Ferszt
Social Editor	Guy Savin
Social Editor	Toby Conway-Hughes
Social Editor	Oliver Morgan
Assistant Editor	Joshua Sampson
Editorial Producer	S.J. O’Mara
Audio Post Production	Sine Audio
Sound Engineer	Phil Bolland
Sound Engineer	Frankie Beirne
Sound Managing Director	Julian Marshall