Challenge:
The Golf is an iconic car that has existed since 1974, a symbol of innovation accessible to all. How can we communicate on the occasion of the Golf's 50th anniversary to show that this car is still very much in tune with its time and continues to be a part of our daily lives?
Solution:
We have created a 360° worldwide campaign with a new signature: 'Made by Life. Made for Life.' to highlight that, with millions of drivers around the world, the Golf is the epitome of progress driven by life. Volkswagen has learned from five generations of young parents and old lovers, from naps in the backseat and songs in the front, from first-time drives to the last mile, to create the best version of its iconic Golf. Our objective: to capture the essence of the Golf's 50-year history and tell a universal, human story.
Impact:
Share of voice / share of market < 1
Share
50 years of Golf - The new Golf. Made by life. Made for life.
Celebrating the 50-year journey of an iconic car, highlighting its ability to reinvent itself through every generation.
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