The Volkswagen California campaign shows people that the whole world can be their backyard, as paraphrased from their tag line. A spacious campervan that can be parked wherever it is legally allowed to, people will never have to feel trapped by specific land lots ever again if they so desired. Whether they camp in forests, fields or by a big blue lake, they can enjoy all the world has to offer them.
Conceived and executed by MADS, an ad agency based in Moscow, Russia, the Volkswagen California campaign was art directed by Aleksey Pushkarev with creative direction by Arina Avdeeva and Denis Eliseev. The copy, which was written by Katrin Ganina, is complemented by picturesque scenes and typical backyard scenarios such as lawn-mowing and gardening.