Taigo - Who wants to be conventional?
The client: Volkswagen
The creative agency: DDB Spain
The project: Develop a TVC to create awareness for the Taigo model, while revitalizing the love for the Volkswagen brand.
My role: strategic planner
The product
The Taigo is a peculiar car, a mix between an SUV and a coupé.
The target
People around 40 years old who need a spacious, comfortable family car but don’t want to give up the thrill of a sporty vehicle.
The issue
After interviewing some car dealers, we found that potential buyers struggled to place the Taigo into a conventional category. It doesn’t fit the mold—and that’s exactly what makes it special. But its "weird side" needs to be told and understood to be, ultimately, loved.
The insight
Turning 40 isn’t what we thought it would be when we were younger. No one actually feels like a “conventional” 40-year-old—because that doesn’t exist.
Our role
To inspire people to own and embrace their unconventional side—because, in some way, nobody wants to be conventional. And that's the fun of being alive!