Volkswagen‘s Hands Free Parking feature in the Tiguan is promoted in a series of print advertisements featuring tricks with hands. What could you do with your hands if you weren’t having to steer? Make a balloon dog, play cards, polish your nails, turn a pencil in to a rose, make an origami figure, or play with your puppets. The campaign won a Silver Press Lion at Cannes International Festival of Creativity.
The Hands Free campaign was developed at AlmapBBDO, São Paulo, by chief creative officer/executive creative director Marcello Serpa, creative director Luiz Sanches, art director Bruno Prosperi, copywriter Renato Simoes, account supervisor Fernao Cosi, working with Volkswagen marketing manager Herlander Zola.