Volkswagen, in collaboration with adam&eveDDB, is launching an innovative brand platform titled ‘YourWagen’ to honor the profound connection between Volkswagen drivers and their beloved cars. Derived from the brand’s name, which translates to ‘people’s car’, ‘YourWagen’ encapsulates the enduring love and emotional attachment that drivers from diverse backgrounds share for Volkswagen vehicles.
Set to roll out globally from summer 2024, ‘YourWagen’ celebrates the unique stories and experiences of Volkswagen owners through a series of heartwarming narratives. The launch kicks off with a captivating TV campaign, featuring real-life car love stories that showcase the deep-seated bond between Volkswagen drivers and their vehicles.
The hero 60-second spot captures the pivotal role of Volkswagen cars in the lives of individuals and families, depicted through a blend of family archive snapshots, home movies, and specially-shot footage. Set to the nostalgic tune of ‘Thank You for Being a Friend’ by Andrew Gold, the ad underscores the significance of Volkswagen in shaping life’s cherished moments.
Highlighting the diverse roles that Volkswagen cars play in everyday life, the campaign introduces a range of ‘Wagens’, including the ‘MumsWagen’, ‘NansWagen’, ‘SnoozeWagen’, ‘WalkiesWagen’, and ‘HolidayWagen’. From weddings to family outings, Volkswagen cars are central to key life milestones, symbolized by ‘StagWagen’, ‘WeddingWagen’, and ‘TripleTroubleWagen’.
What sets this campaign apart is its authenticity and inclusivity. Featuring real Volkswagen drivers sourced from across the UK, the campaign is a testament to Volkswagen’s commitment to celebrating its fans and their unique stories. Drivers were involved in the creative process from the outset, ensuring that their voices and experiences are authentically represented.
As part of the campaign, Volkswagen delves deeper into the personal stories of its fans, sharing their experiences across social and digital platforms in collaboration with Tribal. The campaign will run across TV, VOD, social media, and owned channels until June 30, with plans for a second phase later in the year.
Directed by Finn McGough and produced by Dark Energy Films, the UK TV ad premiered on May 4, captivating audiences with its heartfelt portrayal of the Volkswagen legacy. With media handled by PHD and Tribal spearheading the online experience, ‘YourWagen’ is poised to resonate with Volkswagen enthusiasts worldwide, celebrating the enduring legacy of the iconic brand and its devoted drivers.
Credits
Client: Volkswagen
Campaign: YourWagen
CLIENTS
Rod McLeod – Director of Volkswagen UK
Sarah Cox-Thornley – Head of Marketing at Volkswagen UK
Glyn Butterworth – Marketing Manager Brand & Performance at Volkswagen UK
Laura Ayers – Brand Marketing Manager at Volkswagen UK
Nic Burrows – Brand Marketing Manager at Volkswagen UK
Hannah Davis – Brand Communications Manager at Volkswagen UK
Fiona Jones – Social Media Manager at Volkswagen UK
Rob Punshon – Corporate & Lifestyle Communications Manager at Volkswagen UK
Marianne Bearton – Digital Operations Manager
Katie Williams – Digital Manager
CREATIVE AGENCY: adam&eveDDB
Richard Brim – Chief Creative Officer
Ant Nelson – Executive Creative Director
Mike Sutherland – Executive Creative Director
Tim Vance – Creative Director
Paul Knott – Creative Director
Chloe Pope – Senior Creative
Molly Johnstone – Social Creative
Martin Beverley – Chief Strategy Officer
Jack Spicer – Strategy Director
Oscar Beach – Strategist
Tammy Einav – Executive Chair
Sam Le Coeur – Chief Client Officer
Nick Wilkie – Business Lead
Piers Raffo – Business Lead
Isabella Best – Account Director
Jono Shaw – Account Director
Freddie Reeve – Account Manager
Bella Bisset – Account Executive
Mary Fostiropoulos – Producer
Holly Pienaar – Producer
Charlotte Ellison – Producer
Stuart Heyburn – Agency Operations Director
Rasha Noronha – Project Director
Jane Bartram – Project Director
Ella Rivron – Project Manager
Luke Williams – Analytics Director
Tom Campbell – Senior Legal Counsel
DIGITAL EXPERIENCE AGENCY: Tribal
Social & platform
Victoria Buchanan – Executive Creative Director
Rhys Edwards – Creative Director
Dave Sullivan – Creative Director
James Monaghan – Head of Design
Maria Gimeno – Designer
Raphael Bejar – Senior Motion Designer
Ellie Bloomfield – Social Media Director
Shqip Osmani – Social Media Producer
Charlotte Levine – CX
Joanne Ackuaku – Senior Project Manager
Aaron Rackley – Technical Lead Front End
Gary Jobe – VP Technology
Mark Geden – VP-Strategy
Alexis Jamgotchian – Business Director
Anna Vigerland – Account Director
Bradley Williamson – Director Marketing Science
Joe Thompson – Senior Analyst Marketing Science
Danlin Lyu – Associate Analyst Marketing Science
MEDIA AGENCY: PHD
Toby Nettle – Chief Client Officer
Hiot Shawl – Managing Partner
Alban Treglohan – Client Partner
Kirsty McMeekin – Planning Partner
Sarah Harte – Business Director
Alexandra Thompson – Planning Associate Director
Andre Lenclume – Planning Senior Executive
James Hawkins – AV Director
Macaullay Hollywood – Biddable Manager
Andrew Bowen – Client Manager, Talon
PRODUCTION COMPANY: DARK ENERGY
Director: Finn McGough
Producer: Jonn Stopp
Executive Producer/MD: Matt Brown
Production Manager: Lucy Morton-Hicks
DOP: Luke Jacobs
Casting Producer: Ciara Kennedy
Socials Videographer: Chris Turner
EDITING COMPANY: MARSHALL STREET EDITORS
TV Editor: Jinx Godfrey
Social Editor ‘Andrew & Jordan’: Spencer Ferszt & Guy Savin
Social Editor ‘Hanzalah’: Toby Conway-Hughes
Social Editor ‘Luke’: Oliver Morgan
Assistant Editor: Joshua Sampson
Producer: S.J. O’Mara
SOUND COMPANY: SINE AUDIO POST PRODUCTION
Engineers: Phil Bolland & Frankie Beirne
MD: Julian Marshall