Cool Use of OL SKOOL MAILER meets NEW SKOOL GOOGLE MAPS by DDB Germany Berlin for Volkswagen

Ah finally, a new batch of shortlists worth shortlisting again.

The first page of the direct mailer category A01 was rather boring,

I was beginning to lose hope

that my sleep was sacrificed for naught.

Until the second last shortlisted entry came up

The Navigation Letter from Volkswagen:

Intriguing title, and a curiously simple submission layout

You probably can't make sense of the visual above

but thanks to some simple web ferretting

(by the way, i found better hits on bing for cannes shortlist visuals and references)

so here's the link go check out the case study

http://www.xipax.com/ad/11468/the-navigationletter/

(i've got to learn how to post videos on my blog damnit!)

What's crazy about it, is its simplicity

Use google earth to find the exact route it takes from the Volkswagen office to the customer's home

Trace the outline of it, and customise it on the envelope

Viola!

A very personalised mailer, criteria number 1 for every DM kit.

Guess what they're selling?

In-car GPS of course

I was beginning to wonder why did thebigWON rank Germany as the most creative country in the world

But after this very neat piece of Direct Mailer

I can imagine the beautiful alchemy of the logic and the lucid in the land of mechanical motoring wonders.

Guess what? They're good in making ads for cars too!

And that is why, the Navigation Letter from Volkswagen rocks my balls (located 176 S, 78SW)

Here's the link once again

http://www.xipax.com/ad/11468/the-navigationletter/