We wanted to captivate new drivers by taking the Volkswagen Tao’s playful nature and visualizing it through our comms. Social and digital elements were brought to life with a bright and vibrant photography style and an endearing yet cheeky tone to personify the car.
The most joy-full SUV.
When the world came back out of its shell, people started living their ordinary lives again. Volkswagen didn’t want drivers to follow the same old routine but rather prioritize the more meaningful parts of life through the lens of their newest SUV, the Taos.
We introduced the Volkswagen Taos as the most joy-full SUV because what you drive should drive you in, making joy and fun a vital part of your life.
We didn’t just stop there. We wanted to bring the joy of this vehicle out further into the world, so what better place to do that than where the world meets.
We created an activation right in the heart of Times Square in partnership with Atlas Obscura, where people could literally discover hidden joys all over New York City. Through a DOOH billboard, we offered a scannable QR code that unlocked an Atlas Obscura curated list of off-beat attractions and activities throughout the city. We also placed wild postings in various neighborhoods to give more people a chance to discover joy.