Cannes Lions

SCRATCHED RIVALS CALENDAR

GRABARZ & PARTNER, Hamburg / VOLKSWAGEN / 2013

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Case Film
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Overview

Entries

Credits

Overview

Description

The history of the Golf GTI could not be written without its rivals. In Germany, the Golf GTI is like a religion for its supporters. And since its first release in 1976, they have relished the battles with their competitors. On and even off the road – sometimes with excessive means. For example, scratching a rival’s car with a key. But most of the historical rivals like the Opel Manta have faded and disappeared. So we decided to bring the loathed, but deeply missed, rivals back. Well, at least what’s left of them.

Execution

The history of the Golf GTI could not be written without its rivals. In Germany, the Golf GTI is like a religion for its supporters. And since its first release in 1976, they have relished the battles with their competitors. On and even off the road – sometimes with excessive means. Like scratching a rival’s car with a key. But most of the historical rivals like the Opel Manta have faded and disappeared. We decided to bring the loathed, but deeply missed, rivals back. So the fans could celebrate the myth anew – each and every day.

Outcome

We sent the finished – let´s say – 'works of art' to several of the most prominent cultural temples of the automobile world, namely to selected GTI fan clubs all across Germany. While scratching, visitors and fans could leave their personal mark on the calendars. So the calendar encouraged visitors and fans to experience the old rivalry again. Plenty of fan emails and a lot of reordered bonnets left no doubt: the legend GTI lives.

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