Force of Good campaign [integrated]
With New Beetle sales starting to plateau, VW wanted to inject some new life into the Bug. So I helped craft a fun integrated campaign with the Beetle as a “Force of Good.” As part of that, I created a documentary film about some Beetle-driving yo-yo artists, a fun-packed Force of Good website and print ads that starred real Beetle drivers as forces of good. A FOG tour also traveled cross-country, committing acts of goodness along the way.
Vanity Fair Music Issue ad [print/digital]
A print ad for the Vanity Fair Music Issue. We asked neo-folk artist Richard Buckner to write a song based on this location, then invited people to listen and download it at vw.com. Thousands did.
The New Beetle Convertible wheel [print/collateral]
Created as a humble promo piece for auto shows, the wheel really caught people’s fancy. Dealers requested it for their customers, Beetle drivers clamored for one, and it took home a London International Advertising Award.
Pods Unite [digital]
The iPod and the New Beetle. A meeting of the minds. Here’s how they came together. A Cannes Cyber Finalist.
Touareg site [digital]
The site shows off the Touareg’s superpowers using all different media, from illustrated feature demos to live footage of the Sheila Divine.
Passat site [digital]
The site connects the Passat’s highlights to the five senses, lets users explore features in depth and then invites them to build their own.
Force of Good ad [print]
A print ad that celebrated real-life Beetle drivers as Forces of Good, whether they were environmental activists or yoga instructors. Each was a FOG playing card with the driver’s stats on the back.
Touareg ad [print]
A fun way to tout the Touareg’s ‘Motor Trend SUV of the Year’ award.