I’ve worked on a lot of cars. Moved a lot of metal. Romanced contoured design, HP, fuel efficiency, and EVs. 

While freelancing at Red Urban (a division of DDB), a unique assignment came in – launching The Tiguan, a smaller crossover/SUV. Our task was to come up with a positioning and tagline for Canada. The catch? We could only use pickup materials from around the world. Ah, Canadian budgets. 

What came out of it was a small campaign, but I’m still proud of the positioning and tagline I wrote – ‘Responsibly Wild’. For those young parents who aren’t ready to give up their free spirit days for a minivan, but accept the reality of having kids. 

Attached are a few print ads from the campaign, which started with the newspaper wrap (at bottom) with different copy on each side to reflect your split nature. I still think about it and how it could have had so many more legs to it, especially with 2022 media. 

COPYWRITER: Andrew Bradley, ECD: Christina Yu, AGENCY: Red Urban