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Kombi Last Wishes

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2015

The Volkswagen Kombi is an iconic vehicle. On the last day of 2013, after 63 years, the last Kombi production line in the world closed its doors in Brazil. Instead of simply announcing the end of its production, AlmapBBDO gave the Kombi an unlaunch. Kombi owners past and present were invited to submit their stories via the campaign website. AlmapBBDO chose the most special stories and published a will, a list of the van's heirs and last wishes. The couple that travelled around the world in a Kombi received the last ever Kombi odometer, with the highest mileage possible. And the football fan from Brazil who took his Kombi to three World Cups got the last ever Kombi hubcap, autographed by Pelé. The Kombi would deliver all of its bequests, turning each stop into a chapter in a special webseries. The campaign's impact was felt around the world, proving that a vehicle that will never be produced again can still do plenty for its brand.

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