Title	THE NO SHOW ROOM
Brand	VOLKSWAGEN
Product/Service	VOLKSWAGEN CAR
Category	E02. Ambient Outdoor
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN
Media Placement	PHD Stockholm, SWEDEN
Production	CAMP DAVID Stockholm, SWEDEN
Production 2	MANDARIN Stockholm, SWEDEN
Production 3	NORD DDB Stockholm, SWEDEN
Production 4	HOUSE AGENCY Stockholm, SWEDEN
Post Production	CAMP DAVID Stockholm, SWEDEN
Post Production 2	MANDARIN Stockholm, SWEDEN
Post Production 3	HOUSE AGENCY Stockholm, SWEDEN

Name	Company	Position
Jeanette Asteborg	Volkswagen Sweden	Marketing Director
Carl Sundstedt	Volkswagen Sweden	Commercial Manager
Sara Brunfelter	Volkswagen Sweden	Content Manager
Marcus Thomasfolk	Volkswagen Sweden	Head of Communication
Maja Björklén	NORD DDB Stockholm	Client Director
Linda Lonaeus	NORD DDB Stockholm	Client Manager
Andreas Dahlqvist	NORD DDB Stockholm	Chief Creative Officer
Simon Higby	NORD DDB Stockholm	Creative Lead
Anna Salonen	NORD DDB Stockholm	Art Director
Daga Simonsson	NORD DDB Stockholm	Copywriter
Per Sundin	NORD DDB Stockholm	Copywriter
Hans Malm	NORD DDB Stockholm	Copywriter
Susanne Johansson	NORD DDB Stockholm	PR Director
Johan Rynell	NORD DDB Stockholm	Planner
Jonas Eriksson	NORD DDB Stockholm	Social Media & Content Manager
Martin Thor	NORD DDB Stockholm	Designer
Peter Danielsson	NORD DDB Stockholm	Designer
Mikael Norberg	NORD DDB Stockholm	Designer
Sebastian Reinbring	NORD DDB Stockholm	Designer
Mattias Nordenham	NORD DDB Stockholm	Digital Designer
Erik Hagström	NORD DDB Stockholm	Interactive Producer
Prince Talhaoui	NORD DDB Stockholm	Technical Director
Jacob Fagerström	House Agency	Agency Producer
Oskar Wrangö	Camp David	Director
Jallo Faber	Camp David	DP
Fredrik Åkerström	Camp David	Editor
Håkan Eriksson	Camp David	Music
Nicke Jacobsson	Camp David	Colorist
Wille Rising	Camp David	Online
Robert Feniger	Camp David	Producer
Rickard Edholm	Camp David	EP
John Mattisson	Mandarin	Still photo
Joachim Thimsporr	PhD	Business Director
Elias Svedberg	PhD	Digital Client Manager

Cultural / Context information for the jury

Sweden is known for its harsh, dark winters. The weather conditions can be challenging, with snow, ice, sleet and cold temperatures putting a lot of pressure on cars. Volkswagen has specifically adjusted their cars for Swedish winters. That’s why there is a huge symbolic value in placing a showroom for the new, winter-adjusted Passat Alltrack in the very place that symbolises true winter for all Swedes: the vast, snowy mountains up north. To launch the new showroom, we released a trailer, starring the Swedish national cross-country SkiTeam. Volkswagen has sponsored them for over 10 years. Cross-country skiing is hugely popular in Sweden, with skiing competitions being among the most popular sporting events in the country. The stars of the national SkiTeam are superstars in their own right – the Ronaldos and LeBrons of Sweden.

Please outline the innovative elements of the work

Instead of sticking to the generic car ad formula by showing a car driving on a snowy serpentine road, we decided to launch a showroom in the middle of nowhere to get people talking about the winter-adjusted features of the new four-wheel drive Passat Alltrack. We used the new showroom as the centerpiece of Volkswagen’s entire winter campaign – it featured in all touchpoints, including TVCs, print ads, digital ads and social media. It became our billboard, communicating the unique selling point of the new Passat Alltrack, a car that’s built for places where skis would come in handy normally. To get people to engage with Volkswagen’s new showroom, we activated the campaign by announcing that the first person to find the showroom, wins the car in it.