| Titel | Elbow |
| Agentur | DDB Berlin |
| Kampagne | For boys who were always men - Volkswagen |
| Werbende | Volkswagen |
| Marke | Volkswagen |
| Posted | Dezember 2004 |
| Produkt | Golf GTI |
| Geschäftsbereich | Autos |
| Slogan | For boys who were always men |
| Story | SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months. |
| Medientyp | Presse & Publikationen |
| Markt | Deutschland |
| Creative Director | Mathias Stiller |
| Creative Director | Wolfgang Schneider |
| Texter | Ulrich Lützenkirchen |
| Art Director | Sandra Schilling |
| Fotograf | Alexander Rank |
| Fotograf | Faruk Heplevent |
| Texter | Ilja Schmuschkowitsch |
| Creative Director | Mathias Stiller |
| Account Supervisor | Michael Lamm |
| Account Supervisor | Cathleen Losch |
| Fotograf | F.A. Cesar |
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