ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Advertising

Inside Jobs

Agency DDB / Paris + THE / Paris + AllSo / Paris + Volkswagen Group France

Client Volkswagen


Direct / Wildcard

Annual ID


About the Work

FACT : In September 2022, Volkswagen Group France was looking for 1,000 mechanics for its after-sales service network. But the most skilled of them were already working for the competition. (today 80% of recruitments in the automotive after-sales sector are made at competitors because the market players need a qualified workforce quickly to meet the ever-increasing demand) IDEA : Instead of asking for help from a recruitment agency, we chose to trojan-horse our competitor's garages all over France by hiding job ads in vehicles that needed servicing. Battery, exhaust pipe, air filter, we engraved our messages on various car parts and linked them to Volkswagen's job offers with a QR code. Among our targets, we also chose to ambush mechanics influencers to make them react and let them spread our message through their community. THE EXECUTION First, we created breakdowns on vehicles of the group on which we hidden messages leading to job offers. Then, we sent all our vehicles to our competitors (car centers and independent garages). Finally, to launch the campaign, we informed communities of mechanics on social media that we were releasing vehicles with job offers hidden. To find these offers, mechanics had to be experienced, the hidden job offers required the right diagnosis. THE RESULTS Beyond the few applications we got through the hidden offers, the campaign created an exceptional interest in the subject. The campaign generated more than 6 million impressions and nearly 2 million views on the different platforms on which the operation was broadcasted (Youtube, Meta, LinkedIn). Thanks to this campaign, more than 110,000 people connected to and the agency dedicated to the sorting of résumé could no longer count the number of them (more than 53,705 resumes were received).

2023 Awards

Total Points: 9



DDB / Paris

Client / Brand

Volkswagen Group France

Production Company

Allso / Paris

Music / Sound Production Company

The / Paris

Art Director

Clara Noguier


Olivier Le Lostec

Chief Creative Officer

Alexander Kalchev


Marc Cortès

Director of Photography

Ludovic Zuili


Franck Annese

Social Media Manager

Charlotte Maulny


Loïc Morando

Advertiser Supervisor

Mélanie Fralin
Sabrina Renard
Zakaria El Khalifa

Agency Producer

Pierre Boudin

Casting Director

Edna Delille

Agency Supervisor

Alexandre Turcaud
Anaëlle Le Louarne
Olivier Massanella

Chief Designer

Rudy Annese

Head Of Production

Capucine De Vion
Lisa-Marie Foussadier


Romuald Carruesco

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