Volkswagen | "The Great Invitation: Drivers Wanted"

WHEN CAMPAIGNS STOP WORKING, SEND AN INVITATION. Volkswagen once defined what it meant to drive. Now it was struggling to get anyone behind the wheel. So we stopped talking and started inviting. “The Great Invitation,” launched during the Super Bowl, asked people to do what Volkswagen was built for: get behind the wheel and drive—calling, responding, and sharing their own stories. The brand didn’t chase the conversation. It started one people wanted to join.