Months after Dieselgate, Volkswagen needed to regain public trust. The task: launch a global campaign to reconnect with people and remind them of the values that have always defined the brand.
We decided to focus on what truly matters: the people who drive a Volkswagen. The campaign revisited shared memories across different generations behind the wheel of their cars. Because a car is just a machine… until it becomes part of your life.
A global piece supported by an integrated campaign, with a more human perspective. The slogan “Das Auto” was left behind, giving way to a warmer, more approachable message: Then. Now. Always
→ Brand perception indicators improved within weeks
→ The message became the cornerstone of the brand’s global communications for years