Almap/BBDO for Volkswagen Original Parts (1999/2012) – The Original Case History

Grasshopper/Caterpillar/Worm (1999)

Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Valdir Bianchi
Photographer: Alexandre Catan

Shirt Bottom (2000)

Creative Director: Marcello Serpa
Copywriter: Rondon Fernandes
Art Director: Luciano Lincoln
Photographer: Claus Stellfeld

Ducklings/Grenade (2001)

Creative Director: Marcello Serpa/Eugenio Mohallem
Copywriter: Beto Ovelha
Art Director: Marcelo Siqueira
Photographer: Fernanda Tricoli

Clone (2005)

A surprising ending dramatizes why you should buy real Volkswagen parts.

Chief Creative Officer: Marcello Serpa
Creative Director: Marcello Serpa, Cassio Zanatta, Giba Lages
Art Director: Roberto Fernandez
Copywriter: Sophie Schoemburg
Production Company: Jodaf Mixer
Director: Joao Caetano Seyer
Bronze Lion

Letters (2006)

Creative Director: Marcello Serpa/Cassio Zanatta
Copywriter: Cassio Zanatta
Art Director: Giba Lages

Hook/Lifeguard/Parachute (2009)

Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola

Helmet/Baby Seat (2010)

Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola

Chinese/Meditation (2010)

Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez
Copywriter: Renato Simoes
Art Director: Bruno Prosperi

I love You/Son You’re Adorable/Boss/It’s Not You (2011)

Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes
Production Company: Vetor Zero
Director: Fabio Acorsi
Editor: Thiago Bueno
Sound Design: Raw Produtora De Audio
Silver Lion for the Campaign

I love You/Boss/Melissa/Adopted (2011)

Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes

Chemical Formula (2011)

Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Pedro Rosa
Copywriter: Marcelo Nogueira

The Original Click (2012)

For each successful video on YouTube there is poorly made imitations. There are hundreds of bad imitations and video clip remakes. Some of these copies had millions of views. And we saw an opportunity behind all this: promoting Volkswagen original auto parts.

We looked for some copies of these videos with a considerable amount of views on YouTube and we placed banners promoting our product in them. When users clicked on the banner, they had a surprise: they were redirected from the copy to the original video and thus we managed to promote our product without taking anyone to visit a corporate site.

For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.

General Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Co-Creative Director Online: Luciana Haguiara, Sandro Rosa
Art Director: Sandro Rosa, Raul Arantes, Victor Britto
Copywriter: Andre Almeida; Luciana Haguiara



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