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.

2007 One Show - Advertising

First Act Integrated

Agency Crispin Porter + Bogusky / Miami

Client Volkswagen
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Annual ID

07511G

About the Work

Because of Volkswagenís historic connection to music, VW was looking to create another unique and appealing connection with consumers. To bring this vision to life Volkswagen partnered with First Act in a first-of-its-kind musical collaboration that rocked potential car buyers. VW introduced the VW GarageMaster, a custom guitar that plays seamlessly through the existing Volkswagen audio system. Every VW buyer of a Jetta, Rabbit, New Beetle or GTI received a VW GarageMaster. The campaign included all forms of traditional mediums: TV, radio, online, POS, and print. Non-traditional media included street buskers, an online Rock God contest, and a customized guitar.