• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Fleet Brochure

Award: Wood Pencil

Wood Pencil / Writing for Design / Graphic Design / 2007

Volkswagen has established a reputation for witty and off-beat advertising in the rather staid fleet car market. The brief was that old chestnut "tell people how great our staff are", so the idea occurred to us to massively and surreally exaggerate the qualifications needed to join the team. A spoof job application form, inserted into Fleet News, seemed a more relevant approach than conventional advertising. We then had a lot of fun coming up with extravagant and bizarre criteria the company demanded of its candidates, all presented in a sober and informative way. The campaign was hugely popular with fleet managers, with dozens even going so far as to jokily complete the forms and send them into VW.

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