If You Can Find This VW Hidden Somewhere in Sweden, It's Yours

Stunt is a partnership with the national ski team

Volkswagen Sweden has unveiled a novel partnership with the country's national ski team that involves a scavenger hunt for a VW Passat, which has been hidden somewhere skis might come in handy. 

The stunt, orchestrated by agency Nord DDB, is called "The No Show Room." The rules are simple: The person who finds the secret showroom first wins the car. Volkswagen is dropping clues in various locations (Instagram is a good place to start) between Jan. 2 and Jan. 21. 

The hunt includes TV spots, where members of the Swedish ski team, including Charlotte Kalla and Frida Karlsson, are seen passing by the showroom. The campaign also extends to social media, print and digital.

"The ski team had an advantage when it came to reaching the showroom in the commercials, as the terrain on the way there is not the easiest," says Jeanette Asteborg, marketing director at Volkswagen Sweden. "However, for the lucky winner of the competition, there will be no problems driving back. Our cars are adapted for Swedish winter." 

Volkswagen - The No Show Room

The car is a Passat Alltrack 4MOTION, which has four-wheel drive, higher ground clearance, emergency brakes for obstacles in the road, partial self-driving capability, and IQ.LIGHT reactive headlights that won't dazzle other drivers. 

Nord DDB is fond of stunts for VW. Its efforts last year included making a new version of the cover of the Beatles's Abbey Road album that moved the white VW that was illegally parked on the original.


Volkswagen Passenger Cars
Jeanette Asteborg –Marketing Director
Carl Sundstedt –Commercial Manager
Sara Brunfelter – Content Manager
Marcus Thomasfolk –Head of Communication

Agency: NORD DDB
Client Director: Maja Björklén 
Client Manager: Linda Lonaeus
Chief Creative Officer: Andreas Dahlqvist   
Creative Lead: Simon Higby 
Art Director: Anna Salonen
Copywriter: Daga Simonsson
Copywriter: Per Sundin
Copywriter: Hans Malm
PR Director: Susanne Johansson
Planner: Johan Rynell
Social Media & Content Manager: Jonas Eriksson
Designer: Martin Thor
Designer: Peter Danielsson
Designer: Mikael Norberg
Designer: Sebastian Reinbring 
Digital Designer: Mattias Nordenham
Interactive Producer: Erik Hagström

House Agency
Agency Producer: Jacob Fagerström

Production company: Camp David
Director: Oskar Wrangö
DP: Jallo Faber
Editor: Fredrik Åkerström
Music: Håkan Eriksson
Colorist: Nicke Jacobsson
Online: Wille Rising
Producer: Robert Feniger
EP: Rickard Edholm


Media agency

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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