Volkswagen has been hard at work to remake the company and its products. In the darkness of crisis, it was pushed to question and radically reinvent itself - literally going back to zero to create a fully electric fleet.
We were asked to be part of the most important comms and cultural moment in the history of the German automaker.
But before introducing a new brand platform, we knew we needed a powerful redemption moment - a way for VW to “clear the air.”
We chose to address the matter in the most courageous way possible, head on with a piece of work unlike any other in the auto category. ‘Hello Light’ is an emotional creative film and invitation to be part of the brand’s future. We supplemented ‘Hello Light’ with a series of print ads breathing new life into an intimate and traditional medium: “After the Bad Buzz, Here is A Better One,” that embraces the brand’s hallmark wit and “Lemonade,” an homage to the brand’s iconic “Lemon” print ad from the 1960s.