PHD UK won a sought-after Wood Pencil for its Volkswagen ‘Rammed with Confidence’ campaign in the Media – Use of Integrated category at this year’s D&AD Awards.

To stand out from the SUV crowd, PHD took the core product benefit of the T-Roc – a car designed to give drivers more confidence – and turned it into a media strategy, taking media planning and buying to the next level.

The solution came in the form of ‘Bam the Ram’ – a little ram with big confidence – who burst out of VW’s campaign and rammed into other brands’ ads across a range of media, including news brands, TV, OOH and social. In news brands, Bam rammed his way through nine different titles, 28 times in 23 different formats, both print and digital.

The D&AD Awards inspire and celebrate excellence and innovation in the creative industries. The Wood Pencil recognises the best in design, digital and advertising from the year, worthy of a place in the D&AD annual.

The ‘Rammed with Confidence’ campaign was also recognised at the Campaign Media Awards, taking home the Automotive and Creative Idea categories, and at Eurobest, leading PHD to winning Media Network of the Year.