The road can be a scary place
Volkswagen tackles road fears in latest Tiguan campaign via DDB Sydney.
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Volkswagen tackles road fears head on in its latest horror-movie-style campaign to launch the 2021 Tiguan.
The visually arresting posters were created in collaboration with acclaimed Canadian movie poster artist Matt Ryan Tobin, who, during his illustrious career, has worked with the likes of Disney, Marvel, 20th Television (formerly known as 20th Century Fox), and Warner Brothers.
Conceived by DDB Sydney, the outdoor campaign highlights the anxieties some of us have on the road: parallel parking, giant roundabouts, and merging onto a four-lane highway.
And by some of us, we mean the vast majority. The campaign was based on new research revealing 79% of Australians have some kind of driving anxiety, with a whopping 59% of drivers fearing parallel parking, embarrassed about holding up traffic or worried they’ll hit another car while trying to park.
Volkswagen Australia Marketing Communications Manager Rowena Kanna said: “The research highlighted what we knew to be true, albeit anecdotally, which is that these little road stresses can quickly creep up to become genuine anxieties and fears.
Credits
View on- Agency DDB/Sydney
- Production Company Revolver/Will O'Rourke
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Credits
View on- Agency DDB/Sydney
- Production Company Revolver/Will O'Rourke
- Post Production Blackbird
- Music Turning Studios
- Sound Rumble Studios
- Chief Creative Officer Ben Welsh
- Executive Creative Director Matt Chandler
- Creative Director Tommy Cehak
- Creative Director Tim Woolford
- Director of Content Renata Barbosa
- Senior Producer Natalie Greaves
- Senior Designer Paul Jansen
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Credits
powered by- Agency DDB/Sydney
- Production Company Revolver/Will O'Rourke
- Post Production Blackbird
- Music Turning Studios
- Sound Rumble Studios
- Chief Creative Officer Ben Welsh
- Executive Creative Director Matt Chandler
- Creative Director Tommy Cehak
- Creative Director Tim Woolford
- Director of Content Renata Barbosa
- Senior Producer Natalie Greaves
- Senior Designer Paul Jansen
“The new Volkswagen Tiguan helps conquer these fears thanks to I.Q. DRIVE, an intelligent driver assistance system with features such as Front Assist, Pedestrian Monitoring, and Lane Assist. We’re confident this exciting and unique campaign will cut through in a cluttered SUV market.”
DDB Sydney Creative Directors Tim Woolford and Tommy Cehak said: “We’re not scared of driving. Although parallel parking makes us anxious. Actually, merging is nerve-racking… and we suppose people are pretty distracted by their phones these days, so that’s a worry…”
The outdoor is supported by a film, directed by Revolver’s Bruce Hunt, and an homage to the psychological horror genre. It was filmed on location in freezing temperatures in Oberon, NSW, Australia.
The integrated campaign is part of the Life feels better in a Volkswagen platform, and is running across TV, online, OOH, radio and social, with interactive AR to launch later in the year.
