Drive Happily Ever Crafter

Integrated campaign // RADIO // digital // print // motion  

The old Volkswagen Crafter van had an image problem. It was seen as expensive to run. So the clever bods at VW designed a new one that was cheaper to run and more efficient with fuel. 

It was bad news for the fuel pumps that had been upping their prices for years. But good news for drivers who would now be able to 'Drive Happily Ever Crafter' in their Big Fuel Friendly Giant (BFFG) of a van. The integrated campaign told the story of the Naughty Fuel Pump as we followed the Volkswagen Crafter's journey. This was led with a radio ad narrated by Ray Winstone and various print, video and digital executions.