Fleet Brochure
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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.