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.

2020 One Show - Direct Marketing

Abbey Road with Park Assist

Agency NORD DDB / Stockholm

Client Volkswagen Sweden

Category

Physical Items

Annual ID

OS_DI20_052M

About the Work

Volkswagen corrects one of the world's most iconic parking fails and reparks the 5th Beatle on Abbey Road to highlight Park Assist technology. In 1969, a Volkswagen Beetle was wrongly parked on Abbey Road. Sadly, the parking mishap ended up on one of the world’s most iconic album covers. To celebrate the 50th anniversary of The Beatles’ Abbey Road, Volkswagen released a limited edition vinyl cover. But this time, with a perfectly parked 5th Beatle. The tribute highlights Park Assist, Volkswagen’s parallel parking assistant that automatically parks the car – a feature that was obviously not available 50 years ago. Volkswagen dropped the Reparked Edition in record stores and online, selling out in 2 hours and 19 minutes. All proceeds were donated to BRIS, a children’s rights organization.

2020 Awards

Total Points: 2

Merit

Credits

Agency

NORD DDB Stockholm AB / Stockholm

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