Title | ABBEY ROAD |
Brand | VOLKSWAGEN |
Product/Service | AUTOMOTIVE |
Category |
A04. Digital Illustration & Image 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 |
Describe the creative idea
In 1969, a Volkswagen Beetle was wrongly parked on Abbey Road. Sadly, the parking mishap ended up on one of the world’s most iconic album covers. Back then, Volkswagen did not have Park Assist technology. But today they do, which is why they righted old wrongs and reparked the car, just to show how far Volkswagen technology has come in 50 years.
To celebrate the 50th anniversary of The Beatles’ Abbey Road, Volkswagen released a limited edition vinyl cover with a perfectly parked 5th Beatle. The tribute highlights Park Assist, a parallel parking assistant that automatically parks the car – a feature that would have come in handy back then.
Describe the execution
Volkswagen continuously innovates to make the driving experience better and safer for drivers and pedestrians. But getting people to engage in new, technological features is no easy task. Which is why Volkswagen decided to correct the world’s most iconic parking fail, to highlight their Park Assist technology.
The Reparked Edition of the Beetle's Abbey Road was released on September 26, 2019, exactly 50 years after Abbey Road came out. It was sold in record stores and online, just like any other new album release. To promote the launch, Volkswagen ran ads in newspapers and DOOH.
The release consisted of a new, limited edition vinyl 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. The image also includes a couple of easter eggs for diehard fans to find.
All material, style and design choices were 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.