Category A03. Durable Consumer Goods including Automotive
TitleRADIO 3
Entrant CVI Kortenberg, BELGIUM
Name Company Position
Dieter De Ridder DDB Brussels Creative Director
Naïm Baddich DDB Brussels Creative Director
Frederic Zouag DDB Brussels Art Director
Nicolas       Gaspart DDB Brussels Art Director
Sven Verfaille DDB Brussels Graphic Designer
Benjamin Hiffe DDB Brussels Designer
Quentin Maryns DDB Brussels Account Director
Pascaline Van de Perre DDB Brussels Account Executive
Philippe Gerin DDB Brussels Strategy
Brigitte Verduyckt  DDB Brussels TV Producer
Marc Paeps Paeps Marc Paeps Photographer
Yelle Vandenbruaene The Living Room Retouches - Designer
Philippe Gerin DDB Brussels Strategy

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

These radio commercials were part of a larger campaign with was built around the Brussels Motor Show. We did a playful activation in which we challenged professionals in the construction industry to punch the door of a Volkswagen Crafter as hard as they could. Instead of pointing out the strengths of its vehicles, Volkswagen Commercial Vehicles challenged the strength of professionals driving them. The radio commercials elaborated on that.

Cultural / Context information for the jury

The target audience of Volkswagen Commercial Vehicles exists of Belgian professionals, who are mainly active in construction. They can be construction workers, painters, plumbers, electricians, gardeners, etc. We approached these tough men and women not by talking about the quality of the range of Volkswagen Commercial Vehicles, but by adapting our tone of voice and speaking their language. We used recognisable situations, which we then humorously exaggerated to create stopping power.

Script. Provide the full radio advert script in English.

CORNICHON V.O: Benoit is strong, very strong V.O.: That’s normal, he’s a builder V.O: Every day he carries bags of cement V.O: But after his day job, he has another job V.O.: He opens jars of pickles. SFX: A jar that opens Man: Thank you Benoit SFX: A jar that opens Man: Thank you Benoit V.O: During raclette season, he opens up to 350 jars a night. V.O: So imagine he closes the door of his Crafter SFX: Sound of the doors who get slammed shut. V.O Volkswagen Transporter. Resists even the strongest arms. Enjoy now the new conditions with a 0% financial renting V.O: Offer reserved to professionals. More information on