Volkswagen Sharan X 2 STUFF FROM THE LOFT — Volkswagen Sharan I

26 мая 2015 | Author: | Комментарии к записи Volkswagen Sharan X 2 STUFF FROM THE LOFT — Volkswagen Sharan I отключены

Volkswagen Sharan I

Volkswagen Sharan X 2

by Dave Dye

Dads sometimes need alone, The Volkswagen Sharan’s interior

is perfect for them to a bit of “me time”.

(The Sharan was a transit van with seats into the back and windows

cut out of the

A CD’s job isn’t to just the creative work, they are a between the creative and other

So if a brief comes in that you think you can turn into creative work, it’s job to flag it up.

I don’t recall whether or I challenged the brief, it was the first we had to CD we arrived BMP/DDB, but we should

Sean is the consummate Creative, he it’s his job to turn a brief good creative work, he can anything – “ Shoes you can eat? when do you need it by?”

I’m a bit logical, if I’m trying to sell it’s as though I have to into a big room filled suspicious people, and convince I have a good product.

So if I’m given to say doesn’t sound I worry I might get laughed out of the

The Sharan brief was given to a a good team, and they given two weeks.

They right up to the wire, the night the meeting, then came in and “Couldn’t really think of

Only two weeks before we at Leagas Delaney, where be given a few days and “Soz” an option.

You had to deliver creative meetings just weren’t due to creative work not being (It turned out that cancelling due to the brief not being cracked was at BMP/DDB, and probably resulted in creative, we just hadn’t yet.)

Anyhow, we stayed until midnight “writing our way out of the problem”, as Tim used to say.

We produced campaign:

The ads were quite and even picked up a few awards, but the was the strategy, it was… was…what’s planning term? Bollocks.

really wanted to drive alone and luxuriate in the roomy of a glorified van.

People them because they had and kids come with and lots of stuff.

The following the brief came in again.

time with an interesting People traded down very expensive cars to a because they felt they were giving to their children, and they liked being seen as who put their children’s needs their own.

(Also, they planned to straight back up to a good car the the kids were old enough not to so much equipment.)

Now that true, different and very – honest and self deprecating.

and I were both going the new Dad bit, so it struck a chord.

We all the things we’d given up or for the sake of our children – our music for inane nursery rhyme Tarrantino’s new film for a five Teletubbies marathons, etc.

It was a big list.

We translated it directly an idea:

It was thought to be strong on but the idea was not quite clear

We tinkered a bit and did these:

The client and and bought them.

Art direction They look like a mess, too many bits.

We to bring some order and differentiate one side from the

The ‘rose tinted’ view of the was rose tinted, the truthful of the world was made to look Volkswageny – black and white.

were shot, made and to magazines.

A replacement campaign the Sharan’s “hidden power”, eg. A smoking a pipe.

Strategically that’s…now what’s technical term planners

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