The Problem:
The new Amarok 190kW is Volkswagen’s most powerful double cab.
It’s built to conquer any mountain and navigate even the most uncertain of terrain. And nothing was as uncertain as 2020.The world came to a standstill, businesses closed, lives and livelihoods were lost, budgets were cut, finances were stretched, and people were forced to make a plan and plot a new path. Definitely not the best time to launch a new car. So we needed to offer more than an incredible product. We needed to give the audience something that complimented the new journeys they are on.
It’s built to conquer any mountain and navigate even the most uncertain of terrain. And nothing was as uncertain as 2020.The world came to a standstill, businesses closed, lives and livelihoods were lost, budgets were cut, finances were stretched, and people were forced to make a plan and plot a new path. Definitely not the best time to launch a new car. So we needed to offer more than an incredible product. We needed to give the audience something that complimented the new journeys they are on.
The Idea
So to the launch the new Amarok 190kW, we created a story that celebrated the human spirit and showed that anything is possible when you Know Your Power.
Team
Agency: Ogilvy Cape Town
Copywriter: Chelsey Walsh, Laura Stephenson
Art Director: Robyn Phillips
Creative Director: Alex Goldberg, Riaan Van Wyk
Executive Creative Director: Mike Martin
Agency Producer: Sindy Ngceba
Account Management: Heather Andrews, Charlotte Songatshu
Client: Volkswagen South Africa
Client Representative: Chrystal Christian, Mahadi Lesiamo
Film Director: Ross Garrett
Film Producer: Anastasia Tsobanopulos, Melina McDonald, Lorraine Smit
Director of Photography: Michael Cleary
Editor: Evy Katz
Strategist: Gina Schreuder
Composer: Chris Letcher
