In Germany, the Volkswagen Golf GTI is like a religion for its supporters. On the occasion of its 35th anniversary we were asked to create a monument to this myth. 35 years, where the fans have relished the battles with their competitors like Opel Manta or Ford Capri. On and even off the road – sometimes with excessiv means. For example, scratching a rivals car with a key. But: most of the historical rivals faded and disappeared. So we decided to bring the hated, but deeply missed, rivals back. We collected their old original bonnets; lasered a calendar into them and distributed the bonnets to some of the largest GTI fanclubs across Germany. While scratching with an especially sharpened key, visitors and fans could leave their personal mark on the calendars. So the calendar encouraged them to experience the old rivalry again. Many fan mails and a lot of reordered bonnets left no doubt: the legend GTI lives.
Advertising Agency: Grabarz & Partner, Hamburg, Germany
Chief Creative Officer: Ralf Heuel / Creative Directors: Timm Weber, Ralf Nolting, Sven Rumpf
Art Directors: Ralf Nolting, Roman Lukowski, Sarah Eggert, Eva Straßburger / Copywriters: Astarte Toomeh, Jens Scholtiski / Project Manager: Anna Christiane Roth / Production: Gabriel Domnik, Kristina Mohr
Retouching: Anne Swierczynski / Agency producer: Henriette Ahrens