2020 Winner

CASE SUMMARY

To launch the revamped Jetta GLI and reestablish itself as a performance-driven brand, Volkswagen returned to its roots. For its “Power to the People” campaign, by DDB Toronto, it let nearly 100 people from SorelTracy, Quebec tell the story of homegrown Nascar driver Maryeve Dufault. Participants (including a handful of influencers who would later amplify the campaign) shot scenes using their phones and Go Pros, which were then stitched together into 90-, 30- and 15-second ads. Those who couldn’t participate in person were able to “shoot” the moving GLI in movie theatres and get behind the wheel on social media. The spot earned more than 90 million impressions within a few weeks, and social listening revealed a 676% increase in association between VW and the words “power” and “performance.”

Credits

Agency Contact:Erin Kawalecki
Agency:DDB Canada
Full Client Name:Volkswagen Canada
Client lead: Virginie Ludmer, Manager, Marketing
Client Address:777 Bayly St W, Ajax, ON L1S 7G7
Client Email &Phone: Virginie.Ludmer@vw.ca |416-873-7245
Product:Volkswagen Jetta GLI Campaign Title: Power to the People

Campaign Start Date: April19th 2019
Campaign End Date:June 30th 2019
INTEGRATED AGENCY CREDITS:
Agency:DDB Canada
Chief Creative Officer:Brent Choi
Executive Creative Director: Erin Kawalecki
Copywriter:Eric Grimes
Art Director:Carla Rimando
Agency Producer: Sumit Anjwani, Shaya Omidvar, Julia Morris
Account Team(names & titles): Ben Archer, Group Account Director Strategy:Kristian Visconti
Social Media Strategy: Steph Joudrey