|Category||I04. Social Behaviour & Cultural Insight|
|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|
|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|
BackgroundIn 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. The objective was to engage pop culture fans globally, while also showcasing Volkswagen technology that improves the driving experience.
Describe the strategyVolkswagen targeted fans of two pop cultural icons – The Beatles and the Beetle. By releasing the Reparked Edition on the day of the official 50th anniversary, they reached people that were already celebrating and talking about Abbey Road. It also coincided with the release of the official Remastered Edition of the album. The Reparked Edition of the Beetle's Abbey Road was released exactly 50 years after Abbey Road came out. It was sold in record stores and on a campaign site online, just like any other new album release. Many Beatles-fans were already discussing The Beatles' up-and-coming release online, in forums and on social media.
Describe the executionThe Reparked Edition was released on September 26, 2019, exactly 50 years after Abbey Road came out. It was sold in record stores and online. To promote the new cover, Volkswagen ran ads in newspapers and DOOH. All proceeds were donated to BRIS, a children’s rights organisation.
List the results· 425 000 000 unique media impressions · Tens of thousands of visits to the campaign site · The limited edition vinyl cover sold out in a couple of hours · Now selling on eBay for +2500% · 50 000 SEK donated to children’s rights organisation Bris · Exhibited at one of the world’s oldest and largest Beatles museums · Already a part of a lecture on The Beatles at the Culture and Arts School in France
Please tell us about the social behaviour and / or cultural insights that inspired your campaignThe 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 car 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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.