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Volkswagen Invites You to Discover Walkinshaw Station in Latest Campaign for the Amarok W-Series

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Campaign developed by DDB Group Sydney

Volkswagen Invites You to Discover Walkinshaw Station in Latest Campaign for the Amarok W-Series

Imagine a place where wild utes roam, where expert handlers capture them and harness their raw power, turning beasts into thoroughbreds. Well, that place is Walkinshaw Station, where Volkswagen Amaroks are engineered to become the only ute reared for the road.

The Amarok V6 W-Series is a collaboration between Volkswagen and legendary performance tuning house Walkinshaw. The integrated launch, created by DDB Group Sydney, unfolds like a tourism campaign, showing Walkinshaw Station not as a theme park or polished racetrack, but as its own world, the first and only of its kind.

Says Nick Reid, national marketing and product manager at Volkswagen Australia: “With Walkinshaw Station, we knew we’d capture the attention of ute enthusiasts.

“But the new Amarok V6 W-Series ute is designed for the road and drives like a grand tourer. So ute-owners and car drivers alike can imagine what it would feel like to get behind the wheel of a vehicle that performs like a thoroughbred.”

The exclusive utes are converted into W-Series in Clayton, Victoria, with the addition of features including custom 20-inch alloy wheels, Pirelli Scorpion tyres, performance-tuned suspension, and new aggressive styling. The flagship edition started with a presale in February, with Volkswagen selling 48 of the vehicles within six minutes.

Says Ben Welsh, chief creative officer, DDB: “Amarok has a long history of challenging ute category norms in Australia. That started with the Naked Ute and was built upon with the Too Powerful for TV campaign.

“The W-Series is the epitome of this attitude, because while every other ute company focuses on going off road, the Amarok goes against the herd with a ute that loves the road.”

The W-Series launch is an integrated experience. The TVC is supported by an augmented reality digital element, the ute’s features ready to be inspected up close. There’s also a website,, featuring extra content and even a gift shop.

Volkswagen partnered with culture publisher Broadsheet on the merchandise: Amarok-inspired beef jerky, and hats. The premium content series with Broadsheet will go live in June, documenting the artisans’ creative and production process, and the Amarok W-Series’ role in it.

Says Kim Raicevich, group business director at PHD, the media agency behind the campaign: “The partnership with Broadsheet is a great platform to make Walkinshaw station feel more tangible for consumers. It will provide the new Volkswagen Amarok W-Series with the ability to create excitement and a deeper engagement around its launch, and add impact in a highly competitive segment.”

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Client: Volkswagen Commercial Vehicles

Product: Amarok

Title: Walkinshaw Station ‘Reared For The Road’

Volkswagen Commercial Vehicles:

National Marketing and Product Manager: Nicholas Reid

Product Marketing Manager: James Thompson

Marketing Communications Manager: Michelle Rowney

Creative Agency: DDB Group Sydney

Chief Creative Officer Australia: Ben Welsh

Chief Creative Officer Sydney: Tara Ford

Chief Strategy Officer: Fran Clayton

Executive Creative Director: Matt Chandler

Creative Director: Tommy Cehak

Creative Director: Tim Woolford

Senior Art Director: Elaine Li

Senior Copywriter: Jared Wicker

Creative: Miguel Gadea

Planning Director: James Davis

Managing Partner: Nick Russo

Senior Business Director: Nicole Drabsch

Business Director: Luke Thistleton

Business Executive: Rasheida Cooper

Head of Integrated Content: Renata Barbosa

Lead Senior Producer: Tania Jeram

Senior Print Producer: John Wood

Creative Partner (DDB Tribal): David Jackson

Group Business Director (DDB Tribal): Kenny McLeod

Project Manager (DDB Tribal): Sebastian Bennett-Leat

Business Manager (DDB Tribal): Alasdair Kay

Senior Business Manager (DDB Track): Harrison Schaap

Social Manager: Mo Komolafe

Head of Design: Ramon Rodriguez

Senior Designer: Paul Jansen

Production Company: Revolver

Director: The Glue Society

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/Partner: Pip Smart

Executive Producer: Jasmin Helliar

Producer: Cathy Rechichi

Director of Photography: Danny Rulhmann

2nd Unit DOP: Alex Dufficy

Drone: Heliguy

Production Designer: Sam Hobbs

Wardrobe: Sandy Burcul

Casting: Toni Higginbotham Casting

Stills Photographer: Milos Mlynarik

Post Production: The Glue Society Studios

Editor: The Glue Society

Post Producer: Scott Stirling

Grade: Andy Clarkson

Online: Viv Baker

Sound Engineer: Myles Lowe, Song Zu

Music: Franklin Rd, Mahuia Bridgman-Cooper

Media Agency: PHD Sydney

Media Planning Director: Amie Wills

Media Investment Manager: Christine Chen

Media Head of Strategy: Mitch Long

Media Business Director: Dixie Garcia

Genres: Action, Scenic, Storytelling

Categories: Automotive, Cars

DDB Sydney, Mon, 10 May 2021 02:38:56 GMT