The challenge was to create a campaign for a"pick-up truck" that isn't your typical commercial off-road vehicle and to show that luxury and labour can go hand in hand in a very unique way.

We thought about something else people connect with luxury: noble bags from well-known labels like Louis Vuitton or Prada.

So we created the first luxury handbags for Volkswagen Utilities.

In cooperation with a fashion designer we started to design high quality bags with the shape of working tools like a chainsaw or a drill.

After outlining the bags with 3D artists, they were designed in a 3D-look and were converted into photo-realistic design. A lot of attention was paid to every single detail.

The “self-made” design bags were and still are real eye-catchers. People even wanted to buy them. The unusual and unique design made them think about luxury and labour – and about the benefits of the Amarok.