• Loading…

Mid-life Crisis Retreat

Award: Wood Pencil

Wood Pencil / Websites / Writing / 2008

Passat drivers are middle-class men in their 40s and 50s who are starting to feel slightly marginalised by a society of SMS-ing teenagers, celebrity Heat magazine culture, and reality TV. For men of this age, ‘fluff and nonsense’ is often most apparent in those who succumb to the dreaded mid-life crisis. The core creative idea for the whole campaign is centred around this phenomenon, and how the Passat is the very antithesis of the various insecurities and superficiality that appear in such a crisis.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again