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.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Craft / Writing - Single or Campaign
Annual ID
OS_PO18172M
About the Work
Ah, to be young and excited and to have the VW up! as your first car. But what about changing the target? We decided to make the up! the best car for people over 45. Their kids are grown-up, maybe they’ve went through a divorce, they don’t need the big family car. No, they would much rather feel the enjoyment of being independent again. And no car is as good for that as the up! Because it’s not always just good to be young. Sometimes, it feels good to be old, as well.
2018 Awards
Total Points: 2
Merit
Credits
Agency
DDB Paris / Paris
Art Director
Caroline Lorin
Executive Creative Director
Alexander Kalchev
Writer
Chartlotte Roux
Related Awards
