2012 Results

CAT 13 - Automobiles (PRE)


DDB Tribal Group (GERMANY)

Volkswagen Park Assist, "Hedgehog and Fish"13-02008-PRE

Agency (city): DDB Tribal Berlin

Creative Director(s): Maged Nassar, Ali Ali

Copywriter(s): Maged Nassar, Ali Ali

Illustrator(s): The Operators, London

Account Supervisor: Susanne Plümecke

Account Manager: Catrin Schmid

Chief Creative Officer:: Eric Schoeffler

Art Buyer: Susanne Kreft

Short explanation

With a stunning visual we demonstrated the benefit of having park assist to everyone.

The result:
Precision parking. And that’s what the illustration shows. When no room for wrong. Because any touch could be a problem.

Scale & Location
To make people aware of the feature the ad ran on billboards in Germanys main cities and press ads in the most sold magazines.


Volkswagen wanted to increase the sale of optional equipment with the new cars they sell. Therefore we had to come up with ideas that introduced the features and would also get people excited about them. One of these features: the park assist.