From scaling a 45° slope to defying the deepest potholes, the new Volkswagen Touareg keeps you perfectly equipped for any adventure. With features like adaptive air suspension and 4MOTION “Terrain Tech” drive, it’s a car that can conquer the world and makes you feel epic every time you drive it.

To demonstrate just how epic a journey in the Touareg is, we developed a radio campaign about everyday driving situations. Except that when you’re behind the wheel of a Touareg, these mundane situations turn into epic adventures involving legendary battles, fabled warriors and mythical beasts.

With a limited budget we needed to find an intriguing way to inject a bit of fun, Volkswagen style.

We based our design on a military-esque medical kit. The entirety of the design tried to convey a feeling of ruggedness.

We did this with a sandblasted matte finish on the box and stenciled the logo on it.

When branding, we created a motif based on the upside-down VW logo, which resembled the form of mountains. We then used this in a system where we combined roughness in texture and clarity through coding the items.

We continued the same feel into our Off-Road Guide, injecting some tongue-in-cheek humor through descriptions and bold illustrations. To break free from the rigid style of guides, we used experimental typography to spice up descriptions for each use of the contents, adding another playful layer in an obvious ironic tone of the kit. We bound the guidebooks with blue thread adding another rough element that tied it back to the rugged looking box it was contained in.

The kit sparked a lot of conversation and positive responses. Given to journalists at the launch event it cost us a total of 1800$. Overall, it generated 104,121$ in off-line media with 28 pages including cover mentions. The kit is now also being featured on numerous websites further creating awareness for the car and the brand. A few kits even made it to the showroom floor and into the trunk of VW Touaregs that proud buyers could take home.