In 2006, Volkswagen was about to launch the redesigned Golf. But nobody cared. A minor change was suggested. Bring back the original name. Rescue the Rabbit. We then launched a campaign teaser showing the Rabbit logo with animal icons indigenous to every city we placed them in. Soon after came guerilla, tv, print and online work, all aimed at proving the Rabbit is the perfect city car. By showing it driving down small streets, ducking in and out of garages & giving street walkers free rides to anywhere in the city, and dubbing it, “Gypsy Cab Project”.

The Rabbit campaign launched a 15-citywide OOH campaign in an effort to announce the iconic city car’s relaunch. Soon after came the Gypsy Cab Project in which we offered free rides anywhere in the city, while broadcasting the experience on the web. TV, print and online work, soon followed; all exemplifying the urban-like feel to the car. And keeping true to it’s roots, we tagged the outdoor and TV with, “The Rabbit is Back”.