This new Volkswagen brand activation was created to take part during the 60 most busy days during summer on the coastal área of Argentina, the cities of Pinamar and Carilo. These are the two most popular and crowded beaches in Argentina, where Amarok’s target market gathers there to spent their summer holidays. These are two cities with very high standards and have the peculiarity of having sand built streets. This is the best terrain to launch a new brand building action for a 4x4 Pickup.
We thought on creating a new media by developing this simple but creative idea of carving the Amarok Pickup wheels with the brand’s identity logo. The pickup will start circulating on the beaches and Streets from very early in the morning covering more tan 40 kilometers per day.
Using a very pure and simple material to print the Amarok logo, became a new media and most important; it became a totally sustainable Brand experience, on the lowest budget reaching more than 800,000 using just two wheels.
Ambient advertisement created by Geometry, Argentina for Volkswagen, within the category: Automotive.
Chief Executive Officer: Karina Aiello
Chief Creative Officer: Tony Waissmann
Executive Creative Director: Claudio Giovanelli Zaia
Creative Directors: María Luján Donaire, Hernán Damilano
General Account Director: Georgina Roccatagliata
Account Executive: Joaquín Castineyrasy
Agency Producer: Mariel Marangoni
Model Makers and Creative Effects: Sodapasta
Project Manager: Tomás Santiago Dalton / Sodapasta
Executive Producer: Ezequiel Arroñade / Sodapasta
Creative Director: Mario Astutti / Sodapasta
Production Design: Gonzalo Furlani / Sodapasta
Production Company / Post-Production Company: WaldenStudio
Directors: Guido Cassini, Matias Pisani
Executive Producer: Karla Méndez
Photography Director: Carlos Autor
General Producers: Guido Cassini, Matias Pisani
Client: Nicolás Matavos, Máximo Miguens, Agostina Lo Carmine