POLO

ClientVOLKSWAGEN
Category A05. Automotive
TitlePOLO
Product/ServiceFRONT ASSIST
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Rémi Dias Das Almas DDB Paris Copywriter
Alice Labau DDB Paris Art Director
Loïc Morando DDB Paris Planner
Alban Callet DDB Paris Managing Director
Axel Renaudin DDB Paris Account Manager
Coralie Bouillier DDB Paris Account Executive
Lea Villani DDB Paris Account Executive
Will Sanders - Photographer
Ghislain Laffite Volkswagen Advertiser Supervisor
Thimotée Gazeau Volkswagen Advertiser Supervisor
Stéphanie Baron Volkswagen Advertiser Supervisor
Mathilde Raulin Volkswagen Advertiser Supervisor

Translation

We damaged on purpose the back of our cars to show with self-irony that we are the only ones to offer Front Assist as standard equipment on the entire Volkswagen range.

Cultural/Context information for the jury

Volkswagen is the first car brand to offer Front Assist as standard equipment in France. Now, all VW break automatically in case of emergency. But the thing is … the main issue for being, in some ways, way ahead of our time, is the competition. We to show with self-derision that we would like, for once, that the competitors copy our technology.