2001 Grand Prize Winner
Best at Meeting Campaign Objective
Volkswagen of America
New Beetle
This campaign keeps true to the history of fun, innovative advertising that the New Beetle is famous for and that won a Grand Prize Kelly two years ago. It capitalizes on the consumer's fascination with the look of the New Beetle, by showing that the car grabs attention no matter what's going on. After three years and 250,000 cars sold, people no longer stop in their tracks when they see the cars, but the quirky design still stands out. People notice the New Beetle - "Hey, there's a yellow one; Hey, there's a green one; Hey, there's silver one; Hey, there's a . . ."
The campaign successfully captured the attention of the media and New Beetle drivers.
Arnold Worldwide,
Boston |
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| Chief Creative Officer: |
Ron Lawner |
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| Creative Director: |
Alan Pafenbach |
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| Art Director: |
Don Shelford |
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| Copywriter: |
David Weist |
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| Photographers: |
Bill Cash, Jeff Mermelstein,
Joanna B. Pinneo, Gary Rosenquist, Christopher Morris |
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