E-66: VW Electric Vehicle Launch Project

AS ELECTRIC CARS WERE STARTING TO MAKE THEIR MARK ON THE WORLD, Volkswagen issued a challenge to its entire global agency network:

Develop a program to bring a test fleet of Electric Vehicles to key markets around the globe.

A handful of agencies with the best ideas would receive funding - and up to fifty Electric Vehicles to be used in their markets.

Since VW has always been a car by the people, for the people, we decided to take this new EV to the people and let them celebrate it.

A few weeks after its submission, we were informed by the head client in Germany that our idea had set the bar by which all others would be measured, and we were awarded the project, which at the time was scheduled to launch in early 2014.

I have to say it was one of the proudest moments of my career…

Unfortunately, after a few years of dragging their feet, Tesla beat VW to the punch.

"The Great American Test Drive"

Copywriter: Dan McCormack  |  Art Director: Scott Wilson

Group Creative Directors: Eric Springer / Michael Kadin