Volkswagen Golf
Business Challenge: Parents associate parenthood with a loss of freedom
Target Audience: The target audience is adults ages 45+. Having spent the last decade raising their kids and driving a minivan or Suburban, they are finally regaining some of their freedom as their kids gain independence as teenagers
Key Insight: However, age brings more freedom when it comes to parenthood.
Strategic Proposition: Take back your life with a VW Golf.
My concept: The Keys to Freedom- This concept puts an emphasis on the different moments of life with kids that give parents a new degree of freedom. In order to communicate that sense of gained freedom, the key component is the use of a ‘just married’ car that captures the joy of something new and longlasting, something that is forever.
Print Mockups
Rationale
Tagline: "The keys to freedom" is short, simple, and bold. The brief addressed the concern that parents often feel stuck and locked in their roles once they have kids. I wanted to show that getting keys to a Volkswagen Golf is not just a car key, but the key to finding a new sense of freedom.
Visuals: Each car is modeled to look like a ‘just married’ car to play on the idea of new beginnings and a new chapter. To further that ‘chapter’ concept, I chose to texture the background to a crumpled page. In addition, I changed the colors around between red, white, and blue. The reason for these colors were not only the three main colors of the car, but in the United States, these colors are often used to represent freedom and the American Dream, a key component to the nuclear family the brief described as the target audience.