Volkswagen Denmark wanted to shift the focus from ‘Wagen’ to ‘Volks’.
Having spent the last three years highlighting the technicalities under the hood of the car, Volkswagen Denmark set out to
embrace their heritage by tapping into the emotions so deeply rooted in their consumers’ connection to their brand.
Volkswagen is a brand with room for everyone. Room to be who you are and grow into who you want to be. We embraced this through the engagement platform ‘Move On’ and created a 6-minute father-and-son drama – ‘Generations’ – about taking the best from the past generation making it your own. To support the message, we created a substantial content hub with authentic stories and portraits of VW-owners, with stories that resonated with the plot of ‘Generations’.
people have seen the film
Increased buzz score and 21% increased word-of-mouth score.
Lion Bronze winner in the entertainment category.