Volkswagen Road Tales
Award: Yellow Pencil
Yellow Pencil / Digital / Creative Use of Data / 2020
Award: Graphite Pencil
Graphite Pencil / Digital Design / Creative Use of Data
Award: Graphite Pencil
Graphite Pencil / Radio & Audio / Creative Use of Technology
Award: Graphite Pencil
Graphite Pencil / Digital / Branded Apps & Games
Award: Wood Pencil
Wood Pencil / Experiential / Use of Technology
Road Tales are location-based audiobooks that transform ordinary highways into magical tales. To make this happen, Achtung!/Isobar scanned the entire Dutch highway system (5000 kilometres) to identify thousands of objects along Dutch highways. They then worked with several illustrators and award-winning children’s book writers to make the experience feel both innovative and handcrafted. This way, they made sure the app felt more like magic than just a smart tech system: qualitative children's books, rather than just an ad campaign. And that's crucial if you want to grab kids’ undivided attention.
What did the judges have to say?
A strong insight coupled with an insane level of craft in the execution. A beautiful piece of work that used technology to divert kids’ attention away from technology. Sheer brilliance.
Avril Delaney, Senior Copywriter, Boys + Girls
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