Volkswagen - It's what the people want


One Show Merit

In its eponymous quest to be the “people’s car,” Volkswagen first had to find out what the people wanted. To that end we launched VW's new campaign message, It's what the people want, with a multi-platform digital initiative—its backbone being a national polling effort that utilized user-generated content, in the form of voters' responses collected through a mobile polling site and microsite. I designed the web experience as well as an interactive billboard in NYC's Times Square with an innovative [for the time in 2008] text to vote interactive experience.

Creative Director: Jeff Benjamin & Tony Calcao
Art Director: Nuno Ferreira
Designer: Jessica Rosenberg
Writer: Bill Roden
Development agency: Daddy

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