THE NO SHOW ROOM

Short List
TitleTHE NO SHOW ROOM
BrandVOLKSWAGEN
Category E02. Ambient Outdoor
Product/ServiceVOLKSWAGEN CAR
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
Credits
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.