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Top 6: February 6th 2019
TV

Volkswagen: Snelweg Sprookjes

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Top 6: February 6th 2019
Most of us can relate to the image of kids looking outside the window letting their mind wander into imaginary worlds as they travel along the road. But the back seat of most family cars today looks quite differently: children sucked into screens, disconnected from what surrounds them. Screen time is constantly increasing, specially among younger generations. The American Academy of Pediatrics (AAP) updated their guidelines for children’s media use, as children desperately need more free time to ignite their imaginations and develop a sense of wonder1. Instead of activating their imagination, children are overstimulated by all that extensive screen time. Creative agency ACHTUNG! mcgarrybowen developed 'Snelweg Sprookjes' (translated: Road Tales) for Volkswagen Netherlands. An app with location based interactive audiobooks that transform ordinary road objects into magical characters of a story. The main goal of the app is to make children curious about looking outside again as they ride in the car - but also to give parents a good alternative for the use of screens. In the Netherlands Volkswagen is one of the most driven family cars. Thousands of children are spending time on the back seats of cars on a daily basis. Most of this time is filled with a digital screen. With 'Road Tales', Volkswagen wants to bring imagination back to where it has always belonged: the back seat.
Credits Other credits

Junior Creative: Lieve Eek

Account Manager: Dirk Jan de Krom Strategy Director: Boris Nihom

Strategy: Gerben van der Zwaard

Head of Production: Sam van der Zanden Content Producer: Souraya El-Far

Digital Producer: Kim Do

Designer: Joost Huver & Jack McAuliffe

Design Director: Roy van Dijk

UX Design: Falco Negenman

Illustrator: Mario Niveo

Production Company: Since ‘88

Production Company: Round Trip

Production Company: Robot Kittens

Sound Design: Big Orange

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