Volkswagen & DDB Sydney feature @ Mumbrella 360
14 June 2018
At the Mumbrella 360 event yesterday, Volkswagen and DDB Sydney were on stage sharing how The Amarok, a European ute who many thought was too posh to handle the tough Australian conditions, took on a market dominated by established brands like the Hilux and the Ranger.
“It was about leaning into the problem. We stripped the Amarok of everything that identified it, forcing critics to judge it on performance alone and asking Australians to guess what brand The Naked Ute was,” DDB Sydney Creative Partner Jade Manning said.