The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Branded Entertainment

Generations

Agency Very Agency / Copenhagen + Shoot Happens / Copenhagen

Client Volkswagen / Beetle
BACK TO RESULTS

Annual ID

OS_BE18081M

About the Work

Together with Volkswagen we identified a gap between the perceived value and the real value of their cars. Therefore, we saw a need for creating a platform that would enable Volkswagen to engage their target group on a more emotional level than merely functional benefits. To do so, we decided to bring back the "Volks" in "Volkswagen" - because in the end it's a car's ability to connect us that makes a car more valuable than the money we pay for it. Our hero content, a long-form short film, told the story about how family members are connected through shared memories - with Volkswagen as the vessel for resolution. The theme was a father-son relationship where the main character learns from his past and attempt to become a better father for his own son. Just like Volkswagen aims to constantly improve their previous generations of cars.