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Boys

headlinecnen
For boys who were always men
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Sep. 27, 2004
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Manager:
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Editing:
Music:
Other credit:Production Company Producer Christine Lochte, Ben Schneider
Agency Producer Marion Lange
awards
EACA Euro Effies 2006
Gold
Automotive
Clio Awards 2005
Bronze
Technique: Music-Original
ADC*E 2005
Gold
TV Commercials
The Cresta Awards 2005
Winner
Eurobest - The European Advertising Festival 2004
Bronze
Cars
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