Volkswagen is the original and top-selling marque of the Volkswagen Group, the largest German automaker and the second largest automaker in the world. Volkswagen Australia required a digital brochure to promote the release of the new Volkswagen Golf Cabriolet—a hatchback with a convertible roof—to the Australian market. The aim of the brochure was to promote the vehicle and generate exposure, interest and possible sales via test-drive environments. The audience included single people ages 30–45 years old and young couples that live an urban or suburban lifestyle.

Read the full case study with juror comments here: [http://www.aiga.org/case-study-convertible-you-always-wanted/]

DDB Sydney created an ad campaign that skipped straight to the youthful heart of its audience, combining fun illustrations, simple interactivity and direct product promotion in a manner that—at least momentarily—doesn’t feel like an ad. —Josh Rubin