Volkswagen wanted to communicate the face lift of the ID.4 and ID.5 GTX. GTX is the performance-oriented sub-brand of Volkswagen's electric mobility lineup and the successor of the GTI. However, while GTI has been a beloved brand for years, with a dedicated fanbase, Volkswagen still struggles to bring the same passion to its newest electric GTX models. Our goal was to tap into this old brand nostalgia and generate engagement for our latest generation of EVs. To do so, we leveraged the "throwback culture" trend and brought back the beloved daredevil old lady from the viral 2010 commercial.

We naturally reached out to the original actress from the 2010 Dutch film. But although she was very excited about the opportunity, she would not have been able to participate in the shoot due to health issues. Therefore, it was clear that we needed someone who had the same main characteristics that the original actress embodied: A sweet, heartwarming, at first glance harmless granny, but hiding a certain irony and cheekiness. We went through an intensive global casting process with more than 200 options for the role of Grandma to finally find Saksia, a Dutch actress who serves all the character and exterior attributes and gives the story a relevant background. Our absolute best choice for this role.

“Bring back the energy” became Volkswagen's most successful TikTok post ever, leading to a 370% surge in the brand's followers. The campaign was shared on YouTube, Instagram, and TikTok, and the positive response was overwhelming. In just one month, the film generated over 20 million views across all platforms, with an earned media value of 600,000 euros – all with a media budget of 0 Euros.

By tapping into Volkswagen's advertising history and leveraging the emotional equity of the brand, we successfully revived brand love for our latest line of electric vehicles.