In order to attract the interest of Canadian Internet users in the brand-new vw.ca website, this campaign features animations that reflect the brand essence of each model (Brand E-sense). Marketing objectives: To draw traffic to vw.ca model pages. Target: Potential VW drivers, median age : 40, aspirational = early 30s, MHHI = $93.5K. Psychographics: Free thinkers, discriminating, driven, but down to earth.