A VW is often seen as just a VW, making it difficult for customers to distinguish which model best suits their lifestyle. Instead of treating the range as one homogeneous lineup, this campaign gives every Volkswagen model its own distinct personality. Using only the typography of each model name, we create unique typographic portraits that visually express the character behind every car - from playful to adventurous to sophisticated. The result is a simple yet striking way to help customers immediately recognise that every Volkswagen has a different character, while still belonging to one brand.
Agency: DDB Singapore
Creative Directors: Thomas Yang, Chris Chiu
Head of Art & Design: Thomas Yang
Typographer: Thomas Yang