Title | ABBEY ROAD |
Brand | VOLKSWAGEN |
Product/Service | AUTOMOTIVE |
Category |
B01. Brand & Communications Design |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
PHD Stockholm, SWEDEN
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Additional Company
|
VOLKSWAGEN Södertälje, SWEDEN
|
Credits
Anna-Emilja Salonen |
NORD DDB Stockholm |
Art Director |
Simon Higby |
NORD DDB Stockholm |
CD |
Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
Maja Björklén |
NORD DDB Stockholm |
Client Director |
Linda Lonaeus |
NORD DDB Stockholm |
Client Manager |
Jonas Eriksson |
NORD DDB Stockholm |
Social Media & Content Manager |
Susanne Johansson |
NORD DDB Stockholm |
PR Director |
Per Sundin |
NORD DDB Stockholm |
Studio Copy |
Mikael Norberg |
NORD DDB Stockholm |
Graphic Designer |
Anna Lisspers |
NORD DDB Stockholm |
Print Production Manager |
Jeanette Asteborg |
Volkswagen Sweden |
Marketing Director |
Carl Sundstedt |
Volkswagen Sweden |
Commercial Manager |
Olof Ringmar |
Mandarin |
Retouch & Photo |
Cultural / Context information for the jury
The Beatles' Abbey Road is one of the world's most iconic albums. Volkswagen noticed that there is a badly parked Beetle on the equally iconic cover photo. So, for the album's 50th anniversary, they reparked the 5th Beatle to promote Park Assist, a technology they did not have 50 years ago. Coinciding with the official release of the album's Remastered Edition, Volkswagen released a Reparked Edition – a new vinyl cover with a correctly parked Beetle.
Tell the jury about the art direction.
For the new, Reparked Edition of the original album cover, Volkswagen recreated the scene on Abbey Road in 1969, on the day the iconic album cover was shot. But with one improvement – a correctly parked Beetle, shown fifty years later. The image also includes a couple of easter eggs for diehard fans to find.
The art direction was dictated by creating a vinyl cover that is true to the original, so that people could easily replace the cover with a badly parked Beetle with the new, correctly parked one.