Volkswagen Print PLAYBOY by DDB Berlin

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Industry Cars
Media Print, Magazine & Newspaper
Market Germany
Agency DDB Berlin
Released January 2005


Cannes Lions 2005
Press Cars Silver Lion for the Campaign

Credits & Description

In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months.

Title "Playboy"
Agency DDB Tribal Germany Berlin
City Berlin
Advertiser Volkswagen
Brand Name Volkswagen
Product Name Golf GTI
Business Sector Cars
Market Germany
Country of Production Germany
Language English
Type Print
Tagline For boys who were always men
Creative Director Amir Kassaei, Wolfang Schneider, Mathias Stiller
Art Director Sandra Schilling
Copywriter Ulrich Luetzenkirchen, Ilja Schmuschkowitsch
Account Supervisor Michael Lamm, Cathleen Losch
Photographer F.A. Cesar
Illustrator Djamila Rabenstein