Volkswagen is celebrating the longevity of the Volkswagen Golf GTI in Germany with calendars made of the bonnets of old cars. In Germany, the Golf GTI has been revered religiously by its supporters since its first release in 1976, held up as a competitor to its hated rivals. 2013′s Volkswagen GTI is already the icon’s seventh generation, whereas most of its competitors have faded and disappeared. Hamburg agency Grabarz & Partner arranged to laser calendars into the old bonnets of rivals such as the Opel Manta or Ford Capri, keeping design to a minimum. Rust and dents emphasise the fact that every single calendar is a handmade unique copy. The calendars hang as interactive trophies in Germany’s biggest GTI clubs where fans can personally mark off the days using an especially sharpened GTI key. The campaign has won a Gold Clio for design at the Clio Awards.
The GTI Scratch-Off Calendar was developed at Grabarz & Partner, Hamburg, by 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 team Gabriel Domnik and Kristina Mohr, retoucher Anne Swierczynski and agency producer Henriette Ahrens.