ADVERTISING

Volkswagen Group of America

Anything but Ordinary

Agency: Johannes Leonardo

Description

The campaign revolves around the convergence of two significant moments for Volkswagen: the US Women's National Team (USWNT) embarking on their World Cup journey and the launch of the new Volkswagen Atlas & Atlas Cross Sport. Johannes Leonardo captured the parallel between these two moments - the VW Atlas and the USWNT - both receiving a refreshing update.

The new Atlas boasts a sleek and restyled look, while the USWNT showcases a new generation of exciting talent, embodied by pro soccer player Alyssa Thompson. At its core, the campaign celebrates the team's unique personalities and invites viewers to witness their authentic stories, emphasizing that they, like the new Atlas and Atlas Cross Sport, are "Anything but Ordinary."

The work consists of two video executions titled "The Juggle" and "Nailed It." The spots will be showcased during the World Cup on Fox & Telemundo, accompanied by paid social assets, digital banners, podcast integrations on top soccer shows from The Athletic, and a range of organic social content across VW Channels. The approach taken in this campaign stands out from other advertisers during the tournament by challenging the standard sports ad tropes. Rather than relying on high-energy hype videos of highlights and on-field action, the focus is on presenting the players and the car in a way that feels as unique as the subjects themselves.

"The Juggle" follows Alyssa Thompson, the youngest USWNT player on the roster, leaving practice. However, her departure is anything but ordinary, as she continues to juggle the ball throughout, engaging in her usual post-practice interactions with staff and team members. "Nailed It" captures Andi Sullivan and Ashley Hatch in their natural habitat at the training ground. At first glance, it appears to be a free-kick practice, but in reality, they are aiming behind the goal, attempting to get the ball into none other than the New Volkswagen Atlas.

This professional campaign titled 'Anything but Ordinary' was published in United States in July, 2023. It was created for the brand: Volkswagen Group of America, by ad agency: Johannes Leonardo. This Integrated medium campaign is related to the Automotive and Sports industries and contains 2 media assets. It was submitted 11 months ago.

Credits

Client: Volkswagen Group of America, Herndon, VA, USA
President and CEO: Pablo Di Si
EVP, Sales & Marketing: Andrew Savvas
SVP, Customer Experience & Marketing: Rachael Zaluzec
Director, Consumer Experiences & Partnerships: Jeffrey Sayen
Manager, Consumer Experiences & Partnerships: Jessica Wolf
Senior Specialist, Consumer Experiences & Partnerships: Rese Chorpening

AGENCY: Johannes Leonardo, New York City, USA
Co-Founder & Co-Creative Chairman: Jan Jacobs
Co-Founder & Co-Creative Chairman: Leo Premutico
Executive Creative Director: Jonathan Santana
Creative Director: Jim Robbins
Associate Creative Director: Julian Cohen
Associate Creative Director: Mikayla Lapierre
Art Director: Andreas Karlsson
Copywriter: Noah Bramme
Design Director: Charles Watlington
Associate Design Director:Olga Vladova
Designer: Manny Sodhi
Head of Production: Tasha Cronin
Group Executive Producer: Rebecca O'Neill
Senior Producer: Jay Jenkins
Director, Business Affairs: Alesa Blanchard-Nelson
Sr Business Affairs Manager: Denise Klapp
Sr Business Affairs Manager: Magdalena Wiater
Broadcast Traffic Manager: Sherry DelGrosso
Group Account Director: Sam McCallum
Sr Account Director: Jackson Klein
Account Supervisor: Emma Pinkus
Chief Strategy Officer: Steve Zaroff
Group Strategy Director: Mary Bakarich / Adam Van Dyke
Communications Strategy Director: Cooper Lemon
Senior Strategist: Carter Daly
Product Information Specialist: Ryan Callahan

Production, Live Action & CGI: SMUGGLER
Director: Rubberband
Managing Director & EP: Sue Yeon Ahn
HOP: Alex Hughes
Executive Producer: Jaclyn Larson
Line Producer: Luigi Rossi

Post - Editorial: CABIN NY
Editor: Sam Ostrove / Talia Pasqua
Assistant Editor: Alex Hughes
Executive Producer: Hope DuHaime
Senior Producer: Grace Hammerstein

Post - VFX & Finishing: THE MILL NY
Executive Producer: Mandy Harris
Producers: Hayley Savage
Coordinator: Juli Wright
CD: Matt Fuller
2D Lead: Vi Nguyen
2D Lead: Heather Keister
2D Lead: Rex Carter
Senior Compositor: Chris Russo
Senior Compositor: George Gijo Peter

Post - Color Grade: BLACKSMITH
Colorist: Mikey Pehanich
Color assist: Sam Howells
Executive Producer: Adam Vevang

Audio Finishing: WAVE STUDIOS NY
Audio Mixer: Aaron Reynolds
Executive Producer: Vicky Ferraro

Music House: CONSORTIUM
Composer: Seth Olinsky
Producer: Maggie Flatley
Music Editor: Justin Miller

Licensed Music
Publisher: Reservoir Publishing
Track: Cover of Little Bitty Pretty Ones

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