Work: Volkswagen

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Volkswagen launched its Golf hatchback in Japan with a "Love & Hate" campaign by Publicis Groupe's Fallon, Tokyo. TV and print work play up paradoxes about driving-consumers want style without flash, power without a muscle car and German engineering without a premium price tag. The campaign was designed to tie different Golf and other VW models together without cannibalizing sales. Art director: Tad Inaba. Copywriter: Atsuko Tamura.