Agency: Achtung!
Client: Volkswagen
Date: Jan 2019
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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 wonder. 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 childrencurious about looking outside again as they ride in the car - but also to give parents a good alternative for the use of screens.

With 'Road Tales', Volkswagen wants to bring imagination back to where it has always belonged: the back seat. ‘Road Tales’ is developed for Dutch children between 4-11 years old and can be downloaded for free. The app uses a custom developed story-engine that creates unique tales based on the location of the user. To allow the stories to react to the environment, the Amsterdam based agency has scanned all Dutch highways to identify objects like bridges, windmills, trees, petrol stations and other main objects to transform them into story elements.

In collaboration with some of the top children book writers, ACHTUNG! mcgarrybowen created a story for every road by writing dynamic story chapters that are triggered by objects along the journey. Each road is different, so as a result every story is different as well. ‘Road Tales’ connects online and offline in an experience that allows kids to explore their fantasy. The only thing kids need to do is listen and let their imagination transform their surroundings.



Manager Marketing Communication Volkswagen: Berno Schokker

Team Manager Marketing Communication: Eric Bun

Brand Communication Manager: Laura Derks, Karin Sijbring

Agency: ACHTUNG! mcgarrybowen & Kraftwerk - Linked by Isobar

Executive Creative Director: Mervyn Ten Dam

Executive Creative Director: Daniel Sytsma

Creative Director: Samyr Souen & Kika Douglas

Senior Creative: Wilmar Versprille & Matthijs Groos

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


Joke van Leeuwen

Daan Remmerts de Vries

Babette van Veen & Herman van Veen

Wilmar Versprille & Matthijs Groos