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Volkswagen Commercial Vehicles launched a limited 'Dark Label' edition of the Amarok.

Their mission was to celebrate the Dark label in a unique way to extend reach and drive brand recall following the launch, through the help of a likely partner that resonates with the Dark Label's beliefs.

This was a rare opportunity for both client and agency to be tonally edgy, all thanks to the Dark Label's bespoke tone.

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Ryan Quickfall x Volkswagen Commercial Vehicles 
Limited Edition Amarok Dark Label

We partnered with influencer and illustrator Ryan Quickfall to create a unique and visually striking collaboration. A fresh approach, yet one that’s perfectly in tune with Dark Label; a social film & activation that will make us stand out amongst our direct competitors, whilst unlocking our audience’s feeds.

With his style influenced by B-Movie posters, comic book art, and retro style graphics – Ryan Quickfall’s art was the perfect match with the Dark Label’s features and attitude. We partnered with him to create highly shareable content inspired by the new Amarok that will feel fresh, yet perfectly at home on our audience’s newsfeeds.

Together, we celebrated the new Dark Label with an ‘Inspired by Dark Label’ film. An exclusive behind the scenes look at his studio and the creative process behind the illustration, ending with the climactic reveal of the Dark Label artwork in all its glory.

We then posted our hero illustration throughout social, inviting Volkswagen's audiences to get involved. After engaging with the competition, they had the chance to win one of the limited edition prints, created especially for the launch of the Dark Label.

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To extend the campaign and competition, we interviewed Ryan Quickfall to uncover how and why he was inspired by the Dark Label edition.


Ryan Quikfall x Volkswagen Commercial Vehicles
Limited Edition Amarok Dark Label

Tribal DDB, adam&eveDDB & cain&abel
Creative Director: Jon Cleave
Head of Production: Roy Barker 
Senior Motion Designer: Edward Christie
Head of Motion Design: Tom Lockwood

Senior Account Manager: Mark Pajovic & Joe Tipping
Planner: Philip Mattei
Social Media Manager: Emma Harris

Partnership & Talent
Influencer & Illustrator: Ryan Quickfall
Director/DoP: Tom Bing
Production Agent: Good Illustration

Confidential and Proprietary