120 not-so-standard-features
It took 7 rounds of client presents and more than a half-year to finally land on a campaign platform to launch the 2006 all-new Passat. Success was critical. Rumor had it Volkswagen was even considering discontinuing US operations at the time (or did they just say that to scare us into making something awesome?). With nearly the entire agency put against this launch, my partner and I finally cracked the nut and 120 not-so-standard-features was born. The campaign went on to win a Gold Effie, D&AD Gold and Wood pencils, a Bronze Lion, and lots of other overpriced shiny metal paperweights (thanks to a lot of amazing people). More importantly, it was one of the most commercially successful vehicle launches in the brand’s US history. Today, the Passat is the best-selling midsize car in the world according to Volkswagen AG. Of course if you ask independent sources it lands at #7 or #8 on the list, but they’re probably biased. I’d believe Volkswagen per their unassailable reputation for being transparent about everything.
Print and snapshots below as the site is no longer alive.
120 not-so-standard-features website.
Each unique feature of the car was turned into a fun abstract a 5-6 second film. If this were done today, we’d do it natively on IG, Tik-Tok, etc. in addition to the experience on vw.com.
The campaign also translated very nicely into magazine and newspaper print that functioned as more of an experience for the reader than an ad, winning Best of Show in the Athenas (newpaper print).
Credits
Agency: Arnold Worldwide
CCO: Ron Lawner
ECD: Alan Pafenbach
CD: Dave Weist, Chris Bradley (digital)
Art Directors: Collin Jefferey, Phillip Squier, Mike Gatti (platform), Paulo Lopez (digital), Luke Perkins/Brandon Sides (print)
Copy: Dave Weist, Chris Carl (digital), me