Volkswagen hadn’t run a brand campaign in Australia for more than 7 years, which meant it was losing resonance and meaning with customers. With more and more people feeling little to no affinity with the brand, It was getting harder and harder for Volkswagen to justify their price premium, which sits at almost 20% more than the competition. We had to find a way to reconnect with Australian drivers to ensure they put Volkswagen on their consideration list.

The brief was to reignite demand for Volkswagen in Australia through emotional impact.

The film features a surprisingly short drive on a tiny island – the most anticipated moment of a lonely lighthouse keeper’s week. When the mail finally arrives it’s the perfect chance to go for the drive he’s craving.

"Let’s go for a drive" is a simple invitation to let Volkswagen transform your day for the better, even if the drive only lasts for a few short minutes.

The film received immediate praise both locally and globally with features in Ad Age, Adweek, and other respected titles throughout Europe, the US and Asia.

Unfortunately, it is too early to gauge the commercial impact – both direct, and indirect (via brand tracking, post-purchase surveys and econometric modelling).