There was no standout technical innovation when Volkswagen introduced the facelift Passat. But what it did possess was Volkswagen’s incredible attention to design and build quality. We made this the campaign idea, with an insight based on the ‘new car feeling’. Then we told the story in a style fitting of Volkswagen. The Pan-European campaign ended up running in different markets around the world for two years.

Awards: Cannes Gold, D&AD, British Television Awards Gold.