Volkswagen: “Why Settle?”
This project consisted on creating a data-driven campaign using a misdirection style of copywriting. The main focus were electric vehicles and the environment. We worked on coming up with headlines that would:
Evoke nostalgia for VW’s classic ad campaigns and move away from the negative parts about the brand.
Make EVs seem like the most logical choice for customers.
Maintain VW’s relatable and matter-of-fact personality.
Raise awareness on VW’s new environmentally-friendly business model.
Because “VW cares about both your family home and your earthly home”.
The purpose of the “Why Settle?” campaign is to show current and new customers that they don’t need to choose between features, because Volkswagen has them all.
Research and Copywriting: Abbey Edmonson
Art Direction and Copywriting: Andrea Lee.
