The new Volkswagon Crafter is the most fuel efficient large van in Britain and this campaign playfully made the point that only petrol pumps are likely to be unhappy about its arrival.

Working in collaboration with Aardman animation we developed a character based on a diesel forecourt pump. The pump screen and hosing lent itself well as a face and arms and in turn animating these allowed us to create a wide range of expressions. The final animation shows the Crafter van driving past the pump multiple times, and as it does the pumps expression goes through a full range of emotions starting with frustration all the way through to complete despair.

This campaign ran across multiple digital and print elements including full page takeovers on Vantrader.co.uk, The Mirror and The Sun Football.