Don’t rely on something just because it fits. That’s the message of this print advertising campaign from Volkswagen Brazil, promoting Volkswagen Original Parts. Wooden puzzles are used to demonstrate the capacity for imposters (fox and cat) to take over the space reserved for the real thing (chicken and fish). The campaign won a Gold Press Lion at Cannes International Festival of Creativity.
The Puzzle campaign was developed at AlmapBBDO, Sao Paulo, by chief creative officer Marcello Serpa, executive creative director Luiz Sanches, creative directors Marcos Medeiros, André Kassu, Bruno Prosperi and Renato Simões, copywriter Daniel Oksenberg, art director Andre Nassar, photographer Hugo Treu, art buyers Teresa Setti and Paula Feijo, planners Cintia Gonçalves and Sergio Katz, account supervisors Gustavo Burnier, Filipe Bartholomeu, José Lopes, Isabela Crepaldi and Johana Quintana, working with Volkswagen marketing team Daniel Morroni and Cecília Bianchi. Illustration was by 6b Estudio.