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.CreditsClient:Manager Marketing Communication Volkswagen: Berno SchokkerTeam Manager Marketing Communication: Eric BunBrand Communication Manager: Laura Derks, Karin SijbringAgency: ACHTUNG! mcgarrybowen & Kraftwerk - Linked by IsobarExecutive Creative Director: Mervyn Ten DamExecutive Creative Director: Daniel SytsmaCreative Director: Samyr Souen & Kika DouglasSenior Creative: Wilmar Versprille & Matthijs GroosJunior Creative: Lieve EekAccount Manager: Dirk Jan de KromStrategy Director: Boris NihomStrategy: Gerben van der ZwaardHead of Production: Sam van der ZandenContent Producer: Souraya El-FarDigital Producer: Kim DoDesigner: Joost Huver & Jack McAuliffeDesign director: Roy van DijkUX design: Falco NegenmanIllustrator: Mario NiveoProduction:Production Company: Since ‘88Production Company: Round TripProduction Company: Robot KittensSound design: Big OrangeWriters:Joke van LeeuwenDaan Remmerts de VriesBabette van Veen & Herman van VeenWilmar Versprille & Matthijs Groos