VW 70 Years Campaign
Award: Yellow Pencil
Yellow Pencil / Digital & Social / Use of Talent & Influencers / 2024
Award: Shortlist
Shortlist / Entertainment / Use of Talent & Influencers
Elis Regina is a Brazilian music legend, that died in 82. Her daughter is now one of the greatest voices of the country.
To celebrate Volkswagen’s birthday and the launch of the first generation of electrics, we brought 2 generations together: Maria + Elis and VW Bus + ID Buzz. We used A.I. to bring back Elis and made mother and daughter sing (a Brazilian anthem: “Just like our parents”) together, for the very first time.
All, interspersed with nostalgic scenes from Brazilian culture. Showing cars that entered popular culture, (Beetle, Brasília, etc.), and the models form the current line.
What did the judges have to say?
Inspirational ideas and a touching story. A campaign that has everything, including the use of new technologies.
Joohee Lee, Global Creative Director, Cheil Worldwide