The campaign promoting the historical bond between Volkswagen and Brazilians had to be as true and emotional as their 60-year relationship. By proving to drivers and passersby on their way to work that Volkswagen has been present in that same spot for decades, the campaign touched a chord in the audience’s affective memories.

During the weekend in which Volkswagen’s 60th anniversary was celebrated, we distributed 90,000 copies of the newspaper with the special Volkswagen cover ad. More than 200,000 people were impacted by the message in the country’s two most important cities: Sao Paulo and Rio de Janeiro. The campaign went beyond street level and reached social networks, receiving thousands of interactions from users. It also became news in the main advertising media, such as BlueBus portal (the Brazilian equivalent to Creativity Online).