13/02/2018 - News

'Bam the Ram' breaks free with Out of Home campaign for the new VW T-Roc

Volkswagen has launched a high impacting and innovative campaign to promote its new SUV, the T-Roc.

The campaign plays with the creative idea that the new vehicle is for those who are ‘born confident’ – with the OOH campaign crossing multiple formats and creative executions, including 2D and 3D special builds.

The creative features ‘Bam the Ram’, a black sheep who has the confidence to physically escape from the adverts themselves.

On traditional 96-sheet formats the poster is split in half, with a physical 2D divide, with Bam breaking through into the second unrelated creative. This has also been replicated on digital formats with an animated Bam making his way through the dynamic creatives.

In Brixton, a 48-sheet has been transformed with a 3D life-sized Bam sitting on top of it, with a hole across the creative to signify the ram’s physical escape.

Driving further awareness for the new T-Roc, the special builds sit alongside a wider national 48-sheet campaign as well as featuring on premium digital screens and the BFI IMAX in London to create further brand fame.

Jay Young, Creative Solutions Director at Talon adds: “The planning on this campaign has been meticulous. Every piece of creative has been perfectly adapted for every single format and the results speak for themselves. Bam is unmissable!”

The campaign was planned and booked by PHD and Talon, and runs from Monday 15th January until Sunday 28th January across the portfolios of major OOH media owners JCDecaux, Clear Channel and Ocean Outdoor.