This global brand campaign speaks to Saab's virtues – performance, safety, and versatility – by breaking down and highlighting various car features. The challenge was to create a campaign that could translate each individual message under one overarching idea umbrella. We found one in the concept of “VS.” – which is universal. This campaign was implemented into about twenty languages, throughout dozens of executions, which ran in most major worldwide markets. The series was chosen as a Kelly Finalist, Communication Arts Ad Annual, Art Director’s Club and One Show Silver.

Copywriter // Jeff Ross • Team // Mark Wenneker, Kerry Feuerman, Rob Shapiro