International launch campaign 'up!'

Volkswagen, 2011


The Up! is the smallest of all Volkswagens. We used its international launch to make it the greatest. True to the motto Small is the new big, our TV campaign says an affectionate farewell to all big inventions that no sane person actually needs anymore: big telephones, big sideburns and (thankfully!) big shoulder pads. We accompanied the whole thing with countless entertainment formats across all channels: In the ‘Small your car’ online garage, drivers could transform their cars to the size of the Up!.In the event experiment ‘Up! takes off’, we used a few thousand gas balloons to see if an Up! can actually fly. And loads more. The upshot was, the smallest of all Volkswagens proved across all channels that its compact shape really is the only small thing about it.


Client Volkswagen // Branches Automotive // Year 2011

Category TV, Print media, Digital Media, Promotion/media
, Design, Full service


Contact person

Jan-Timo Balke
Teamleiter Business Development
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