The Passat is an important car in the fleet market; Volkswagen wanted to build anticipation ahead of the launch of the new Passat in January. Our solution was a campaign communicating that the Passat would be ‘worth the wait’. It drew tongue-in-cheek parallels with other items which, historically, have been worth waiting for: painting the Sistine Chapel, building the Acropolis, and the growth of Hampton Court Maze. The illustrative style used gave us standout in the text-heavy, serious publications aimed at fleet managers and financial directors, and, we hope, raised a smile.
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