Brilliant idea, quite focused and insightful to the target market (Switzerland/Europe). Supposedly Volkswagen a flat country out of Switzerland for these of us who are further a filled and are not familiar with … Europe. It really is quite smart but may not work well outside that market.

Also I really love the simple clean photography and the long, wide crop. This really drives the point for this set of print ads. I absolutely love the ski lift shot. It’s also quite funny on top of the maintaining the idea of the campaign.

I am not really sure why it feels that way but there is something about that guy being dragged that just struck me as weirdly funny. There is nothing special in terms of layout or photography or design of that particular shot.

• Advertising Agency: Lowe, Zurich, Switzerland
• Creative Directors: Valentina Herrmann, Keith Loell
• Art Directors: Sebastian Hugelshofer, Alfred Burkard
• Copywriter: Nicole Glaus
• Photography: Sebastian Hugelshofer
• Art Buyer: Suzana Kovacevic
• Account Supervisors: Kerstin Schnyder, Martin Schlatter

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