Volkswagen Design & Branding BRAND BOOK - 21ST CENTURY BEETLE by DDB Berlin, Tribal Berlin

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Industry Cars
Media Design & Branding
Market Germany
Agency DDB Berlin
Executive Creative Director Till Eckel
Copywriter Andres Blumenthal, Christian Anhut
Agency Tribal Berlin
Released October 2011

Credits & Description

Category: Promotional Item Design
Advertiser: VOLKSWAGEN
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Till Eckel (DDB Tribal Group)
Creative Direction: Johannes Hicks (DDB Tribal Group)
Art Direction: Lisa Kirchner (DDB Tribal Group)
Copywriter: Andres Blumenthal (DDB Tribal Group)
Copywriter: Christian Anhut (DDB Tribal Group)
Account Manager: Sarah Bensel (DDB Tribal Group)
Account Manager: Carolin Spahn (DDB Tribal Group)
Account Manager: Susanne Plümecke (DDB Tribal Group)
Account Manager: Thomas Hildebrandt (DDB Tribal Group)
Photographers: Nick Meek/Wilbert Weigend/Frank Hülsbömer/Axel Struwe/Uwe Düttmann
Illustration/Graphic Design/Typography: Lisa Kirchner (DDB Tribal Group)
Illustration/Graphic Design/Filmanimation/Typography: Katharina Matthes (DDB Tribal Group)
Illustration/Graphic Design/Typography: Lilli Langenheim (DDB Tribal Group)
Illustration: Isara Kukeattipom (DDB Tribal Group)
Art Buying: Maria Cattus/Daniel Mooray (DDB Tribal Group)
Representation: Siobahn Squire/London
Production: Joanne Davidson (Producit)
Postproduction: Pop Postproduktion Hamburg/Gutenberg Networks London/Layer One London
Image Processing: Pop Postproduktion Hamburg/Gutenberg Networks London/Layer One London
Media placement: Book/Catalogue - Volkswagen Retailer, worldwide - 17.10.2011

Describe the brief from the client
Following the brief, we were asked to create an unique catalogue for the 21st Century Beetle.

Describe the challenges and key objectives
The Beetle is a lot of things, but not a normal car. It’s an icon. It has history an a lot of fans. So we didn’t want it to be a normal catalogue, like any other car catalogue. We created a brand book. Something that represents the people’s car. Something people would like to read, look at and collect. However, something that still contains all the important information details about the Beetle.

Describe how you arrived at the final design
We transported the icon oft the 60’s in the 21st century. With a brand book that represents is heritage as well as its personal value and modern technology. Linking to a cool website, an iPad experience as well as embedding films games and car configurations.

Give some indication of how successful the outcome was in the market
The brand book was supposed to be for the German market only. A limited edition of 20,000 copies for the car launch and supposed to be made into a shorter soft cover version afterwards. However, all the international Volkswagen marketleaders liked it so much, that they are going to use it worldwide and reprinted it in a circulation of 1m, as full version hard cover.