Volkswagen x Disney Pixar partnership and other work
For the ‘Character’ of the family
As part of the creative team behind Volkswagen, my Assistant Creative Director, Art Director and I were tasked with launch of the Disney Pixar and Volkswagen partnership in 2020. The objective was to lift brand awareness, increase brand affinity, and generate sales for the family-friendly VW SUVs, while finding a parallel with Disney’s own family-centricity.
With their broad appeal, one thing was clear. Both Volkswagen and Disney are made for everyone. This includes even that family member who has their quirks, their signature traits, their typical characteristics that makes them unique, you know the “Character” of the family.
Based on this insight, we conceptualised and developed a series of digital films inspired by Disney’s roster – The Incredibles, Finding Dory, Toy Story 3, Monsters, Inc. and Cars. A full scale, omnichannel campaign that was followed up by programmatic ads, display banners, and social content for wider reach and amplification. The films went live at the time of Ramadan, and the fun family moments captured in our content resonated well with families across the Middle East.
The results – A surge in brand affinity, which led to 5x increase in VW sales.
The VW SUV Family Video – Concept and Script
The three VW SUVs – Touareg, Teramont and Tiguan – are centred around families, and so VW wanted to communicate this in a film, evoking the sense of family with a link to each of their SUVs.
The challenge was to tie them all together in a short script holistically, and to find a way to allude to each of the cars without being explicit. My approach was to take the key USPs of each of the SUVs – space, performance, technology – and draw analogies, weaving them into a narrative centred around family.
