Volkswagen Film, Digital THE WINTER ADJUSTED OFFER by DDB Stockholm

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Art Director Simon Higby
Copywriter Martin Lundgren
Released February 2011


Cannes Lions 2011
Cyber lions Automotive Products & Services Bronze

Credits & Description

Category: Automotive Products & Services
Advertiser: VOLKSWAGEN
Product/Service: VW PASSAT 4MOTION
Date of First Appearance: Feb 12 2011
Entry URL:
Art Director: Simon Higby (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Web Producer: Maria Kovac (DDB Stockholm)
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Business Director: Jerker Fagerström (DDB Stockholm)
Account Director: Linda Eriksson (DDB Stockholm)
Planner: Patrik Ronström (DDB Stockholm)
Account Manager: Barbro Långjuth (DDB Stockholm)
Web Director: Petter Eriksson (DDB Stockholm)
Web Director: Tomas Jonsson (DDB Stockholm)
Graphic Designer: Niklas Andersson (DDB Stockholm)
Web Designer: Susanna Averpil (DDB Stockholm)
Technical Director: Andreas Andersson (DDB Stockholm)
Social Media Director: Michael Bugaj (DDB Stockholm)
Flash developer: Alexander Ekman (DDB Stockholm)
Flash developer: Rickard Berggren (DDB Stockholm)
Web production: (It's Showtime)
Film production: (DDBFilm)
CRM And Web Manager: Katarina Lakowitz (Volkswagen Sweden)
Marketing Manager: Åke Lundberg (Volkswagen Sweden)
English Synopsis
The Passat 4MOTION is a German car that’s adjusted for Swedish winter – it has a Swedish Haldex 4 wheel drive system fitted. To tell people about this we didn’t do a brand campaign or a tactical sales campaign, we did both.
We invented the winter adjusted offer for a winter adjusted car. A tactical offer that put the product benefit at the centre. Simply put, we placed the car plus offer on a standard billboard, then placed it in the middle of a frozen Swedish lake. Once the ice breaks and the billboard sinks, the offer is over.