Julia Marie WERNER c/o WILDFOX RUNNING photographed the cooperation between VW E-Mobility and Norwegian band A-HA, who had one of their biggest hits with ‘Take on me’ in the 80s. Commissioned by Grabarz&Partner, Julia Marie WERNER c/o WILDFOX RUNNING spent a day with the band and film production company in Norway to capture moments together. The photos are used to advertise the new e-mobility range of VW. Because being an icon and reinventing oneself according to VW Utility Vehicles are at the heart of the new campaign all about e-mobility. Look & feel of the motifs were in the hands of GoSee member Manuel Wagner / WAGNERCHIC.
The timeless hits of the band a-ha are still part of our lives today and still bring about the same fascination as they did back then. Magne, the band’s keyboarder, explains : “We never rested on our laurels, we always looked for new challenges and continued to reinvent ourselves – we wanted to keep giving our audience something new, inspiring and ambitious, and let them partake in our personal journey. Reinventing ourselves over and over is a must for us.”
Which was precisely the premise followed by the models of VW Utility Vehicles powered by the ABT e-Line. Singer Morten Harket says : “The bus is definitely an icon, and the fact that it is now going to be electric is a massive statement. It stands for a change of heart, which is imperative for the times ahead of us.”
The result is a four minute documentary with the title ‘How to become iconic?’. While taking a drive with the VW E Bus, the three members of the band talked about the time when they began, their biggest hits and how to become a true icon.
Responsible at Grabarz&Partner were Ralf Heuel (CEO Creation), Reinhard Patzschke (CEO Consulting). Roman Jonsson, Julijus Rebic (Group Head), Martyna Kowalczyk, Vanessa Barz (Art), Danijela Savkovic (Copy), Christopher Remmers, Ann-Katrin Erich (Motion Design), Karolina Kurzaj (Client Service Director), Benedikt Bermel (Consulting), Garnet Matthiesen (Art Buying), and Axel Doepner (Moving Images). The film was produced by Doity Produktion and directed by Toby Dye.